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Starbucks Instant Coffee In Malaysia : Marketing Plan

Starbucks Instant Coffee In Malaysia : Marketing Plan

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Published by: ZhijingEu on Jan 14, 2010
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Malaysia CampusNottingham University Business SchoolMBA ProgrammeCourse : MarketingCourse Code : N1DM04Module Convenors : Nelson Oly Ndubisi Assignment Title:Exam Coursework : Marketing Plan For Starbucks VIA In MalaysiaZHIJING, EU (UNIMKL-004151)Date: 14
th
January 2010COPY I
[Word Count : 2522 Words
– Excluding Abstract , Section Headings , Table Headingsand Appendices
]1
 
Abstract
 The instant coffee market within Malaysia is an attractive market to entergiven the growing coffee culture locally. The market is currentlydominated by Nescafe and a few other domestic brands with specificlocalised products. Starbucks has an opportunity to introduce a newinstant coffee product that is uniquely positioned against it’s competitors.However the key risk that needs to be managed within the market mix isthe dilution of the brand identity as Starbucks has always been associatedwith premium coffee and this is in contrast to the instant coffee marketwhich has traditionally been viewed as “down-market” of the gourmetsegment. Key areas of attention within the marketing plan to ensuresuccess would be the consistency in the promotional messaging strategyand a development of appropriate distribution channels as Starbucks willbe entering a mature market as a late-comer.[141 words]
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Contents
1.Introduction........................................................................................................42.Market Evaluation...............................................................................................52.1 Market Environment Analysis.......................................................................52.2 Competitive Landscape For Instant Coffee...................................................72.3 Market Trends..............................................................................................82.4 SWOT Analysis..............................................................................................92.4.1Strengths.................................................................................................92.4.2Weaknesses..........................................................................................102.4.3Opportunities.........................................................................................102.4.4 Threats.................................................................................................103.Marketing Strategy...........................................................................................123.1Brand Positioning.........................................................................................123.2 Target Marketing........................................................................................123.3 Marketing Mix.............................................................................................123.3.1 Product.................................................................................................123.3. 2 Place/Channel......................................................................................133.3.3 Promotion.............................................................................................133.3.4 Price.....................................................................................................143.4 Implementation of The Marketing Plan.......................................................154.Conclusion........................................................................................................175. References.......................................................................................................186. Bibilography.....................................................................................................196. Bibilography
List Of Figures & Tables
Figure 1. Mean Frequency of Beverages Consumed Daily By Population ( Norimahet al 2008) 5Figure 2. Coffee Consumption Relationship To Purchasing Power (Kendrik 2008)5Figure 3. Malaysia Coffee and Tea Markets 2005-2013 (BMI 2009)6Figure 4. Five Forces Analysis On Instant Coffee Competitive Landscape7Figure 5. SWOT Analysis On Starbucks For Instant Coffee Market93

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