STARBUCKS is preparing to launch its products in PAKISTAN. Where they targetIslamabad city with an outlet in the market. Despite of the competitors (DUNKINDONUTS, MC DONALD AND THE LOCAL BRANDS), we can compete because our product offers a unique combination of features at a value added price and differentservices. We are targeting specific segmentation (18-45) in the consumer market, takingadvantages of opportunities indicated by higher demand for beverages (tea, coffee, etc) inwinter season.The primary marketing objective is to achieve first year of awareness, positioning andISB market share of 5%. The primary financial objective are to achieve first year salesrevenues of 20 million, keep first year losses to less than 5 million, and break-even earlyin the second year.
INTRODUCTION TO STARBUCKS:
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle,Washington, United States. Starbucks is the largest coffeehouse company in the world,with 16,680 stores in 49 countries, including 11,068 in the United States, followed bynearly 1,000 in Canada and more than 800 in Japan. Starbucks sells drip brewed coffee,espresso-based hot drinks, other hot and cold drinks, snacks, and items such as mugs andcoffee beans. Through the Starbucks Entertainment division and Hear Music brand, thecompany also markets books, music, and film. Many of the company's products areseasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee arealso offered at grocery stores.
Company started in 1971 in Seattle, Washington
The original Starbucks was opened in Pike Place Market in Seattle, Washington, in 1971 by three partners: English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker. The three were inspired by entrepreneur Alfred Peet (whom they knew personally) to sell
high-quality coffee beans and equipment. From 1971–1976, thatfirst Starbucks was at 2000 Western Avenue; it then was relocated to 1912 PikePlace, where it remains to this day. During their first year of operation, they purchased green coffee beans from Peet's, and then began buying directly fromgrowers
Entrepreneur Howard Schultz joined the company in 1982 as Director of RetailOperations andMarketing and after a trip to Milan, Italy advised that the company should sellcoffee and espresso drinks as well as beans. The owners rejected this idea, believing that getting into the beverage business would distract the company fromits primary focus. To them, coffee was something to be prepared in the home.