Marketing Plan

Marketing Plan: Phase I

Sheri Anderson Naufal Fares Christina Guzman

Wendy Huff Susie Johnson Glenn Rayburn

University of Phoenix

MKT/421 - Marketing

Christine Martin

June 4, 2012

Marketing Plan: Phase I

Starbucks is an international coffee company and coffeehouse chain based in Seattle, Washington on March 30, 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. Starbucks is the largest coffeehouse company in the world, with 19,555 stores in 58 countries, including 12,811 in the United States, 1,248 in Canada, 965 in Japan, 766 in Great Britain, 580 in China and 420 in South Korea. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and Panini, sweet pastries, snacks, and items such as mugs and tumblers. Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company's products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores.

Starbucks is an international coffee company and coffeehouse chain founded in 1971, and based in Seattle, Washington. Starbucks is the largest coffee company in the world, with over 15,000 stores serving 50 countries. Starbucks has opened on average 2 stores a day since 1987. Customers of this coffee chain visit their stores on average 6 times a month with 20 percent of their customers visiting more than 16 times a month (Starbucks Facts, 2010). Starbucks offers 87000 drink possibilities (Starbucks Facts, 2010). Starbucks purchases...