Marketing Plan for Starbucks in Uk

Contents

Executive Summary 2

Introduction 2

PESTEL 2

Brand 4

Market Share 4

Target Market 5

Positioning 6

Review and Recommendation 6

Advertising Review and Recommendation 6

Sales Promotion Review and Recommendation 6

Personal Selling Review and Recommendation 6

Public Relations Review and Recommendation 7

Analysis of Strengths and Weaknesses 7

Proposed Marketing Plan 8

Communication Goals 8

Communication Objectives 9

Communication and MArkeing Plan 9

Budget Planning 10

Expected Outcomes 10

Recommendations and Conclusion 11

References 12

Executive Summary

This report is about the analysis of marketing plan of Starbucks Coffee Company in UK and devising new plan for the coming year for it. We had tried focusing primarily on marketing and advertising, as we wanted to develop a possible plan and try to forecast the success of this Starbucks store in United Kingdom. The Plan is based on the analysis of current year and also the gaps which need to be filled in marketing of Starbucks in the coming year

It should be made clear that this plan is based on existing Starbucks information, combined with our observations and knowledge of the United Kingdom. We have come to a conclusion that the Starbucks strategy, mission and action plan are good but their adaptation mix to actual plan just needs to be revised. We had only tried to adapt the existing strategy to an extent and try adapting this to the UK market. This is because the United Kingdom market is different from all other markets in the world which will not accept the 'American way of Starbucks'. We have tried reviewing the current tactics of Starbucks in UK and tried to get better out of them but giving some suggestions.

Introduction

Starbucks are currently the biggest coffee chain in the world and they have reached this landmark in a pretty short span of time. They have extremely strong ethics and values which have started from its very own top management which has developed in a pretty strong culture. Starbucks have a pretty clear vision and has communicated it across the whole company. They have a grip on their target market and have developed a pretty strong brand loyalty. In the process it has developed sustainable competitive advantages across a broad spectrum of its structure. These advantages extend from its selection and training of employees, to vendor relations, to the art of roasting beans to the way in which it delivers product to its stores. If the company is able to continue to deliver superior value to its customers as well as reap the premium profitability generated by the competitive advantage barriers and invest part of that profitability in further enhancements, it is questionable whether there will ever be a challenger to its number one position (Erdem, T. 2008).

PESTEL

Political View

Political stability plays a major role for Starbucks as the target segment is deeply affected by the unrest and also its expansion plan in the country are stalled by them as happened in Israel. United Kingdom enjoys a pretty stable Government; hence Starbucks is thriving in expansion all throughout the country with a pretty high footfall.

Economical Influences

Weak exchange rates affect its profits due to a major cost involved in its business due to import of coffee beans. If they pass the rise to customer there profits gets affected and if they do not, their margins are endangered. Economic disparity also has a negative impact as sometimes Starbucks services are compared with those which are of luxury type which negatively affects its sales.

Social Influences

In India and China still Tea is the favored drink, so they need to change their tactics for people who are of those nationalities as they are heavily present in United Kingdom. Also, health consciousness has forced Starbucks to offer healthy drinks in its portfolio. Although this has only positive impact on the sales of Starbucks and has provided an opportunity for Starbucks.

Technological Influences

Starbucks has accepted technology as an integral part of its customer service. It accepts phone payment thereby cutting huge lines at peak times. Social network followers have been rewarded with better deals to maintain their association with Starbucks. The Facebook membership of Starbucks has crossed 150,000 in United Kingdom only.

Environmental Influences

Starbucks works with Economist.com to help in promote sustainability reporting and hence has been contributing to helping to save the environment. This has helped Starbucks to be seen as environment friendly despite being an MNC

Legal Influences

Sometimes monopoly protection laws stop the expansion plans of Starbucks in countries. Also, there might be rules for capping foreign investments in a certain country. United Kingdom has been favorable to Starbucks in the above mentioned terms

Brand

They pride themselves on creating unique customer experiences which differentiate them from other similar coffee shops and try to ensure growth of its communities in future. They have tried to have a renewed focus on defining quality of its services that they provide in their stores to their customers which has been a differentiating factor all-round the globe. All stores are well equipped with technologies to help in the same while also helping by having very well trained employees for its stores to deliver the world famous Starbucks experience. They have always tried to bring new market changing moves but have stuck to their roots and ethics.

Market Share

Specialty coffee market is worth $ 20 billion worldwide when unorganized and organized sectors are combined worldwide. The industry trade group Specialty Coffee Association of America