Starbucks Cady Buscher Meredith Carlsen Miranda Farlow Anne Gamab Savannah Isbey

Mission Statement “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”

Company History Started in 1971 $1 billion 10,000 th store

Now 191,000 FT employees B2B, B2C <21,000 stores Top Line:16.5 Billion Bottom Line: 2.1 Billion Market Value: $80.47

SWOT Strengths #1 coffee roaster in the world Rewards for customers Employee benefits Strong customer service Weaknesses “Machine Made” espresso shots Large corporation Stereotypes High prices Opportunities New products New distribution channels Cobranding/partnership Threats Competition on a LOCAL level Competition on a NATIONAL level Competition on an INTERNATIONAL level Consumer spending choices Rising COGS

Products & Services Single Cup Coffee Whole bean Coffee Kitchen accessories Community involvement Strong CSR

Your fix. Your way. At your door.

Goal Increase awareness Increase Gold Card membership

Target Market Ages College Students Working Class

Perceptual Map Fast Service Slow Service High Quality Low Quality

Owned Social Media Update website s Mobile App

Push Notification

Earned Booth set-up & live promotion News Aggregators Guerilla Marketing

Live Promotion

Paid In-store Out of Store

Front Back

Evaluation Social media followers App download Gold Card members Delivery

Advertising Budget

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