Starbucks Corporation Target People with Middle Income Marketing Plan Hello guys, I hope you doing great. I want some help from you on my marketing plan. I

Starbucks Corporation Target People with Middle Income Marketing Plan Hello guys, I hope you doing great. I want some help from you on my marketing plan. I have a marketing plan that divided into three parts.My marketing plan is on Starbucks and my target are people with middle income and the people who enjoy having their coffee or flavor drink.Starbucks goal is quality.I have attach down three files that contain the requirements for the three parts of the marketing plan. 7/26/2020
Marketing Plan-Part I
Marketing Plan-Part I
Submit Assignment
Due Jul 1 by 11:59pm
Points 75
Submitting a file upload
File Types doc, docx, and rtf
Complete the following informa on about the organiza on and products and/or services you will focus on as
you develop a complete marke ng plan throughout the course. You may need to do research to get answers to
the ques ons below. Be sure the organiza on and offering you select will 1) remain interes ng to you for the
dura on of the course, and 2) have sufficient informa on available for you to conduct research and make
informed recommenda ons in your marke ng plan.
U lizing the marke ng plan template, complete the following regarding the company of your choice. Submit
your marke ng plan template as a Word document in the appropriate Assignments and Assessments folder.
Company Profile
Company Name:
Industry:
Major products and/or services (names, types):
Products and/or services your marke ng plan will focus on:
Target customers:
Distribu on channel(s):
Headquarters (city, state, country):
Year founded:
Number of employees:
Annual revenue (es mated)
Key compe tors:
Link to Web site:
Link to Yahoo! Finance informa on page (for public companies):
Market Segmenta on and Targe ng
What problem does your product or service solve?
Describe the total market for your solu on: Who are poten al customers?
What are the key segments within this market?
Iden fy and briefly describe 1–3 segments that this company serves.
Which segment does this marke ng plan focus on, and why? Why do you believe this segment will offer
growth and profit opportuni es?
Situa on and Company Analysis
Economic Environment
Discuss factors that affect your consumers’ purchasing power and spending pa erns. What is the economic
environment that you are opera ng in? Is it a growth, recovery or recession? Will it be easy to find staff? What
is the current interest rate i.e. is it increasing or decreasing? What is consumer confidence like?
Technical Environment
The technological environment changes rapidly. You need to make sure that you are aware of trends in your
industry and other industries that could affect your business. New technologies create new markets and can
influence you consumers and compe tors. Industry environment What are the trends in your industry? Are
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there new entrants in the market? Has a subs tute product been introduced? Are there changes in industry
prac ces or new benchmarks to use?
Compe
ve Environment
How many compe tors do you have? Who are the key compe tors? What are the key selling points or
compe ve advantages of each one. What is your advantage over compe tors? Is the market large enough to
support you and compe tors?
Poli cal Environment
Consider the poli cal environment for the areas that your business will trade and operate in. Is there a stable
poli cal system? Are there any licenses and regula ons that you should be aware of? Do you need to win
support to be able to operate?
SWOT Analysis
Instruc on: Complete the table below with descrip ve responses and explana on as you answer the ques ons
below.
Strengths
Weaknesses
Does the organiza on have a weak brand
presence?
Does the organiza on have a strong brand presence?
Are resources insufficient for marke ng
What resources are available for marke ng ac vi es?
ac vi es?
Does the the company have unique products or
Does the company lack dis nc ve products or
services that sa sfy the needs of their target market?
services?
What makes the company’s products or services
Do current products or services fail to sa sfy the
unique?
needs of customers?
What value is brought to customers?
Do current products or services fail to bring
value to customers?
Opportuni es
Threats
What is the unique opportunity that the company is
What are the tac cs that compe tors use to
trying to take advantage of?
pursue customers?
Does the target market have any unfulfilled needs
What are the strengths of the company’s biggest
that the company can sa sfy?
and or emerging compe tors?
Are there emerging target markets with needs that
In what ways are the compe tors’ products or
the company can sa sfy?
services superior to the company’s offerings?
Are there ways the company and its compe tors can
How are compe tors likely to respond to any
benefit by working together?
changes in the way the company markets?
Are there opportuni es for collabora ng with
Is the company behind in adop ng new
customers to build brand presence?
technologies for marke ng?
Describe and analyze if market demand is increasing?
Describe any ways in which interna onal
Are there changes in the government regula ons that
compe tors are taking away market share?
will affect the company?
What do customers dislike about the company?
Describe any emerging global issues that will affect
Describe and analyze if market demand is
the company?
decreasing?
Mission, Objec ves, and Goals
State the mission or business purpose: what the organiza on wants to achieve, in market-oriented terms.
(Example: Disney’s mission could be, “We create happiness by providing the finest in entertainment for people
of all ages.)
List 1–3 objec ves that move the organiza on a step closer to achieving the mission. (Example: A Disney
objec ve could be, “To be the most popular theme park for interna onal visitors.”)
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Convert objec ves into specific marke ng goals that are easy to measure and evaluate. (Example: “Our goal is
to increase market share of interna onal theme park visitors by 10% in the next two years.”)
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Marketing Plan- Part II
Marketing Plan- Part II
Submit Assignment
Due Jul 8 by 11:59pm
Points 75
Submitting a text entry box or a file upload
Complete the following informa on about the organiza on and products and/or services you will focus on as
you develop a complete marke ng plan throughout the course. You may need to do research to get answers to
the ques ons below. The subject for this assignment should be the organiza on and products and/or services
you iden fied for the Marke ng Plan, Part 1 Assignment.
Marke ng Informa on and Research
Research Ques on
Describe an important ques on you need to answer or a problem you are trying to solve in order to help the
organiza on meet its goals and objec ves.
Informa on Needed
Describe the informa on your organiza on needs to make effec ve decisions about how to answer this
ques on or solve this problem.
Research Recommenda ons
What research do you recommend in order to provide the informa on you need? What research method(s)
would you use to get the informa on you need? Will it involve secondary data and research? Primary research
such as interviews, focus groups and surveys? Why do you recommend this research approach?
Customer Decision-Making Profile
Iden fying the Customer and Problem
Describe a primary decision maker in your target segment: who they are, what they like, how they make buying
decisions. Describe the primary problem(s) your organiza on, product or service will help them solve.
Factors Influencing Customer Decisions
Provide a brief profile of your target segment using at least three of the following categories:
Geographic characteris cs: e.g., loca on, region, popula on size or climate.
Personal and demographic characteris cs: e.g., age, gender, family size, family life stage, income,
personality.
Social and Psychological characteris cs: e.g., culture, social class, lifestyle, mo va on, a tudes, reference
groups, beliefs.
Situa onal characteris cs: e.g., buying situa on, level of involvement, market offerings, frequency of use,
brand loyalty.
B2B/organiza onal buying considera ons: e.g., individual factors, organiza onal factors, business
environment factors, types of complexity
Reaching the Customer
Based on this profile, iden fy 2-3 marke ng strategies or tac cs you believe would be effec ve at reaching this
target segment, and briefly explain why they are a good fit.
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Posi oning and Differen a on
Posi oning and differen a on explain what you want to be known for in the market, and how you are different
from compe tors. Respond to the following ques ons.
Compe
ve Advantages
List the compe ve advantages of the product, service or organiza on you’re focusing on: the things that make
it different from compe tors in posi ve ways.
Market Niche and Posi oning Strategy
Describe the market niche you want to fill, along with the posi oning strategy you recommend using. Why do
you think this is the right approach?
Posi oning Statement
Develop a posi oning statement using this formula: “To [target audience], [product/service/organiza on name]
is the only [category or frame of reference] that [points of differen a on/benefits delivered] because [reasons
to believe].
Reposi oning Considera ons
Do you recommend a reposi oning that improves on what the organiza on has been using up to this point?
Why or why not?
Branding
Brand Descrip on
What is the “brand” you are trying to build? What do people think about this brand today, and how do they
experience it?
Brand Promise
What is the brand promise for this brand? If one hasn’t been defined yet, create one. If you believe the brand
promise needs improvement, please suggest how you would refine it. Why is your recommended brand
promise a good fit?
Brand Voice and Personality
Describe your brand voice and personality using the is/is never template:
[Brand] is:
[Brand] is never:
Brand Posi oning and Strategy
Make a recommenda on about brand posi oning and/or branding strategy to help build the brand and
contribute to align it with what your target segment wants. How will this contribute to the success of your
product, service or organiza on?
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Marketing Plan- Part III
Marketing Plan- Part III
Submit Assignment
Due Jul 22 by 11:59pm
Points 75
Submitting a text entry box or a file upload
This assignment is due on Monday of this class session.
Complete the following informa on about the organiza on and products and/or services you will focus on as
you develop a complete marke ng plan throughout the course. You may need to do research to get answers to
the ques ons below. The subject for this assignment should be the organiza on and products and/or services
you iden fied for the Marke ng Plan, Parts 1 and 2 Assignments.
When you submit this assignment, you should submit it as a complete marke ng plan, including all your work
from Marke ng Plan Assignments, Parts 1 and 2. All elements of your marke ng plan should be complete. You
may incorporate improvements to earlier sec ons of the plan, based on prior feedback from your instructor.
Marke ng Mix (Four Ps)
Product Strategy
Briefly describe your product or service. Where is it in the product life cycle? What recommenda ons do you
have for improving the offering to fit your target market’s needs? Be sure to consider:
What level of quality and consistency does the offering have?
How many features does it have and can they be removed or added?
How well does your product or service deliver what the customer values? How can it improve?
What improvements would help your offering compete more effec vely?
Pricing Strategy
How is your product or service priced today? How does this compare to compe tors, assuming compe tors are
at or near break-even point with their pricing? Analyze pricing alterna ves and make recommenda ons about
pricing going forward based on the following:
How sensi ve are your customers to changes in price?
What revenue you need to break even and achieve profitability?
What does the price says about your product in terms of value, quality, pres ge, etc.?
Place: Distribu on Strategy
What is your current distribu on strategy? What missed opportuni es or disconnects are you seeing in this
distribu on approach? Make recommenda ons about your future distribu on strategy based on the following:
What are the best distribu on channels and methods for you to use, and why?
Will you have a retail outlet and if so, where will it be located?
In what geographic area(s) will your product/service be available?
Promo on: Integrated Marke ng Communica ons Strategy
Use the template below to lay out your design for a marke ng campaign aimed at your target segment.
Approach
How will you achieve your goal? What promo onal or engagement strategies will you use? Think crea vely
about campaigns you’ve seen for companies or brands that have caught your a en on, and how your campaign
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will make an impact on your target audience. Will your campaign influence? Engage? Educate? Nurture? Build
awareness? Etc.
Example: Use email marke ng, social media and a sales promo on (prize drawing at conference) to encourage
veteran a endees to post online about their experiences and plans for a ending the user conference using the
event hashtag. Use these tes monials to amplify dialogue about the conference (via social media), build
awareness (via email marke ng, Web site and targeted digital adver sing) and convince peers they should
a end.
Goal
Considering your previous analysis, you need to iden fy at least one goal for the campaign.
Describe the target segment for your campaign.
What is the goal you want to achieve with the campaign?
What is your call to ac on?
Make sure your goal is S.M.A.R.T. (specific, measurable, a ainable, realis c, and med.)
Example:
Audience: HR professionals who are casual and power-users of Chumber systems
Increase event registra on by 20% by the start date of the annual user conference.
Call to ac on: Register online today.
Messages
Iden fy the primary message for your campaign, 2-3 message pillars and proof points for each. Be sure to
include a call to ac on that helps to achieve your goal. Remember that messages should align and reinforce
your posi oning statement. Be sure to include a call to ac on that helps to achieve your goal.
Example:
Primary Message: The annual user conference provides phenomenal value for training, professional
development, peer networking and learning how to get the most out of your investment.
Message Pillar: This conference welcomes you into a dynamic, well-connected and highly competent
professional community.
Proof Point: Veteran a endees return year a er year because it recharges their skills, knowledge and
professional networks.
Call to Ac on: Register online today.
Promo onal Mix and IMC Tools
Iden fy the key marke ng communica on methods and specific IMC tools you will use in your marke ng
campaign. How will you use each of these tools? Look for ways different methods and tools can build on each
other: adver sing, direct marke ng, public rela ons, digital marke ng, guerrilla marke ng, personal selling, and
sales promo on.
Example:
Digital Marke ng
Web site: Add tes monials from prior a endees, event hashtag, rolling hashtag, Tweets box, social media
bu ons to make registra on easy to share via social media
Direct Marke ng
Email marke ng: Reach out to prior year’s a endees who are already registered. Ask them to post about
plans to a end upcoming conference. Conduct email campaign with target audience list to generate
awareness, interest, desire to a end conference.
Sales Promo on + Digital Marke ng
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Contest/giveaway: Offer giveaway where Facebook, Twi er and LinkedIn posts trigger entries in a
“conference evangelist” contest/giveaway to take place at conference opening session, one entry per social
media tool per day.
Sales Alignment
At what point(s) in the sales process (or sales funnel) does this campaign operate? Sales process stages are: 1)
generate leads; 2) build rela onships/discover needs; 3) present solu on/resolve concerns; 4) close the sale; 5)
monitor and follow up. How does your campaign support sales ac vity?
Measurement (KPIs—Key Performance Indicators)
How will you measure the success of the campaign? Select 3-6 KPIs (key performance indicators) that you will
measure. Briefly explain why each KPI you select will be a good indicator of whether your campaign is
successful.
Examples of KPIs:
Total sales/revenue
New/incremental sales
Number of qualified leads generated
Net Promoter Score
Web site unique visitors
Number of registra ons/sign-ups
Impressions – views of content
CTR – click through rate
Engagement – comments, likes, shares, pageviews, video views
Followers – social media (Facebook, Twi er, LinkedIn, YouTube)
Awareness
Etc.
Budget
Budget: List marke ng budget and resources required to execute your marke ng campaign, and es mate what
it will cost. Include items such as labor, materials and other expenses such as: print materials, online media
tools or development, public rela ons services, design services, content development services, space or
equipment rental, etc. Also, es mate the increased sales or revenue the campaign will generate for the
company.
Cost
Es mate
Item
Purpose
Example: White paper
authored by technical
writer
Lay out business case for why recrui ng managers need an easier tool for
$500.00
ve ng resumes and reference checking in the technology industry
Item #1
Item #2
Item #3
Item #4
Add addi onal rows as needed.
Es mated campaign impact: [insert]
Ac on Plan
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Outline the specific ac vi es you must complete in order to execute your marke ng campaign. Each element of
your integrated marke ng communica ons plan should be listed as a separate ac vity. List ac ons in the order
they need to take place for the plan to be successful: first things first, later steps last. Follow-up ac vi es and
evalua on of campaign effec veness also should be captured in this ac on plan. For the purposes of se ng
due dates in this ac on plan, you should assume you must complete the marke ng campaign within 3–12
months.
Timing
Ac vity Type Brief Descrip on
Audience
Owner
Tech company hiring
managers
Jim
Hill
Example:
Today’s
Date
Web site
Update
Add new key messages that fit reposi oning strategy
and audience focus
Date
Date
Date
Date
Date
Launch
Date
Add addi onal rows as needed.
Risk Factors
Con ngency plans and risk management: You should consider the possible risks to your business and make
con ngency plans to address them. You note some possible risks under the “weakness” and “threats” sec ons
of your SWOT analysis. Iden fy steps you can take to either reduce risks or work around them if they occur.
Execu ve Summary
Do this sec on last. This short summary should provide a holis c overview of your marke ng plan. All of this
informa on is covered in more detail in the rest of the marke ng plan. For the Execu ve Summary, provide a
clear, concise overview of the following points:
Company Descrip on
Briefly describe the organiza on and offerings (products and/or services) your marke ng plan focuses on, and
the problem(s) they solve.
Target Segment
Iden fy and briefly describe your target segment.
Compe
ve Advantage
Explain your organiza on’s compe
ve advantage.
Posi oning Statement
Provide the posi oning statement your marke ng plan will apply.
Marke ng Plan Objec ves
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List the objec ves of marke ng plan: What will it accomplish? Be as specific as …
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