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NATIONAL UNIVERSITY

Manila, Philippines

STARBUCKS COFFEE COMPANY


A Project Marketing Plan Study
Presented to
The Faculty of College of Business and Accountancy
Marketing Management Program
National University
MAR181

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In Partial Fulfillment of the


Requirements for the course
MARKETING MANAGEMENT

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Presented by:

Abaracoso, Kenneth
Cahagnaan, Nicole N.
Ferolino, April L.
Manalo, Gem Marie R.

Date Submitted:
January 21, 2019

Presented to:
MR.IRENEOR. AGUILAN

COLLEGE OF BUSINESS AND ACCOUNTANCY


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NATIONAL UNIVERSITY
Manila, Philippines

.
Product Price
Market Penetration: Product Development:
This strategy is being employed to increase the Starbucks has positioned itself as a high quality,
market share of products which are currently high price brand or premium pricing. It needs to
offered. To be successful, Starbucks focused divert its focus on either reducing its pricing or
heavily on the developing quality experience of coming up with alternative products. It can also
its product and service range and differentiated introduce discount coupons and special offers to
itself as a third place to enjoy its products. It its consumers so that they can attract the low
also sought various methods to deliver its cost consumers. Starbucks has also invested in
products outside its store front outlets. It implementing some product development
opened licensed retail locations inside grocery strategies to help create products and services
stores and formed alliance with SSCO, Pepsi C., with new characteristics, that may offer new level
U.S. foodservice, and Kraft foods to distribute
of satisfaction to their customers, or rather give
products to grocery store and other food
additional benefits. These include to addition of
retailers.
their flavors, seasonal beverages, and added new
drinks, muffins, and cakes. Starbucks is aiming to
make coffee first sustainably sourced agricultural
product in the world.

Promotion Place
Market Development: Supply Chain Management:
Starbucks created specialty coffee market in US Coffee Growers
by educating consumers and creating trends.
Starbucks essentially transformed a commodity Storage Facilities
into specialty item that consumer were able to
pay top money for it. Company developed its Roasting Plants
market from scratch and continued developing
into various demographics and geographic Warehouses
market segments.
Distribution Center

Starbucks Retail Stores

COLLEGE OF BUSINESS AND ACCOUNTANCY


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NATIONAL UNIVERSITY
Manila, Philippines

Target Market

Starbucks targets both men and women ages from 25-44 years old. Also, they target the group

that creates a third habitation to go between their home and work by creating a relaxing

experience and ambiance like coffee lovers. In terms of status, the range inclines with people

that have high income and a professional career one.

 Ages from 25-


44 years old
 Coffee lovers
 People who
earn high
income
 Professionals

Product Positioning

Positioning is a place that a brand occupies in the minds of the consumers and how it is
eminent from their direct and indirect competitors. They viewed their product as high-quality
brew and a premium one. The coffee chain targets premium customer segment only. For
examples are people who are willing to pay extra for the value of products and services they
will get. In addition, Starbucks uses adaptive positioning for example is the developing
consumer health awareness, Starbucks Coffee established coffee beverages that have less
calories such as Chai Tea Latte Caffe Misto and Iced Americano since people tend to be a
health conscious. (Dudovskiy, 2017).

COLLEGE OF BUSINESS AND ACCOUNTANCY


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NATIONAL UNIVERSITY
Manila, Philippines

References:

Daniels J. (December,2016). Starbucks Sees Future Sales Growth Fueled By Food, Cold

Coffee Beverages. Retrieved from:

https://www.google.com.ph/amp/s/www.cnbc.com/amp/2016/12/07/starbucks-sees-future-

sales-growth-fueled-by-food-cold-coffee-beverages.html

Essays, UK. (November 2018). Market Strategies applied by Starbucks. Retrieved from

https://www.ukessays.com/essays/marketing/market-strategies-applied-by-

Fronetics. (May, 2017). Supply Chain Putting the Star in Starbucks. Retrieved from:

https://www.fronetics.com/supply-chain-putting-star-starbucks/

Dudovskiy, J. (2017). Starbucks Segmentation, Targeting and Positioning – Targeting

Premium Customers with Quality Products and Service. Retrieved from https://research-

methodology.net/starbucks-segmentation-targeting-and-positioning-targeting-premium-

customers-with-quality-products-and-service/

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