Learning Team: Each Week Your Learning Team Will Complete As

Learning Teameach Week Your Learning Team Will Complete Assignments R

Our company is Starbucks and we choose a delivery and catering service. This product or service will be the basis for your Marketing Plan Paper. Be sure to obtain your instructor’s approval of your product or service before beginning this project. Prepare a 1,400-1,750-word paper to include the following: An overview of the existing organization (history, years in existence, overview of current industries and product lines, last year’s annual sales and any other relevant information the team wants to identify). A description of the new product or service. An explanation of the importance of marketing to your selected organization’s success. This portion should be about 300 words. A SWOT (Strengths, Weaknesses, Opportunities, Threats) analysis on the new product or service. The marketing research approach (quantitative and qualitative methods) you would use to develop the marketing strategy and tactics for this new product or service. Remember to use APA format.

Paper For Above instruction

The Starbucks Corporation, established in 1971 in Seattle, Washington, has grown into one of the most recognizable and successful coffeehouse chains globally. With over four decades of operation, Starbucks has established a robust presence in the specialty coffee industry, expanding its offerings to include a variety of beverages, food items, and merchandise. The company's success is driven by its commitment to quality, customer experience, and innovation within the competitive food service industry. Last fiscal year, Starbucks reported annual revenues exceeding $29 billion, reflecting its extensive global reach and diverse customer base. The company's strategic focus on creating a "third place" experience—beyond home and work—has fostered brand loyalty and a strong market position, positioning Starbucks as a leader in the premium coffee segment.

The proposed new service for Starbucks is a comprehensive delivery and catering platform designed to enhance customer convenience and expand the brand's footprint in the foodservice delivery market. This service aims to offer customers the ability to order their favorite Starbucks products for delivery directly to their homes or offices, as well as catering options for corporate events, meetings, and social gatherings. Features will include an easy-to-navigate app interface, personalized order options, and reliable delivery logistics to maintain product freshness and presentation. The service intends to capitalize on the rising demand for food and beverage delivery, accelerated by recent shifts in consumer behavior towards online ordering, especially post-pandemic.

Marketing plays a critical role in Starbucks’ ongoing success, serving as a strategic driver to reinforce brand loyalty, attract new customers, and differentiate its offerings in a saturated market. Effective marketing strategies facilitate communication of the brand's values—quality, community, and sustainability—while enabling the company to adapt to changing customer preferences and technological innovations. By leveraging targeted advertising, mobile marketing, and social media engagement, Starbucks maintains a strong connection with its customer base. Additionally, marketing insights help identify market trends and consumer needs, which are essential for launching new services like the delivery and catering platform. As the coffee and beverage market becomes increasingly competitive, innovative marketing efforts ensure Starbucks sustains its market leadership and continues to meet evolving customer expectations, ultimately contributing to its long-term growth and profitability.

A SWOT analysis of the new Starbucks delivery and catering service provides insights into potential internal and external factors affecting its success. Strengths include Starbucks’ established brand reputation, extensive customer loyalty, and existing infrastructure supporting mobile ordering and digital engagement. The company's global presence and resources enable efficient service deployment and marketing campaigns. Weaknesses might involve high logistical costs associated with delivery operations, potential quality control challenges during transportation, and dependence on third-party delivery platforms, which could dilute brand control. Opportunities for growth include expanding into underserved markets, integrating with corporate client networks, and leveraging data analytics to personalize marketing efforts. External threats encompass intense competition from other food delivery services such as Uber Eats, DoorDash, and local cafes, as well as the risk of market saturation in urban areas. Additionally, economic fluctuations and changing consumer preferences toward healthier or eco-friendly options could impact acceptance and profitability.

To develop an effective marketing strategy for this new service, a combination of quantitative and qualitative research methods will be employed. Quantitative methods, such as surveys and structured questionnaires, will gather numerical data on customer preferences, order frequency, pricing sensitivity, and delivery expectations. These data points will inform market sizing, demand estimation, and pricing strategies. Qualitative methods, including focus groups, in-depth interviews, and observation, will explore consumers’ attitudes, motivations, and perceptions toward delivery and catering services, uncovering insights into customer needs, barriers to adoption, and factors influencing satisfaction. Additionally, analyzing online reviews, social media feedback, and competitor marketing strategies will provide a nuanced understanding of market dynamics and consumer sentiment. Combining these research approaches ensures a comprehensive understanding of the target market, guiding the development of tailored marketing tactics such as personalized promotions, partnership opportunities, and platform enhancements. Adopting a data-driven approach aligns with best practices in modern marketing, enabling Starbucks to strategically position its delivery and catering service for maximum impact and sustained growth (Kotler & Keller, 2016; Burns & Bush, 2014).

References

  • Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
  • Burns, A. C., & Bush, R. F. (2014). Marketing Research (7th ed.). Pearson.
  • Statista. (2023). Starbucks corporation - revenue 2010-2022. https://www.statista.com/statistics/261559/revenue-of-starbucks/
  • Ferrand, A., & Watson, R. T. (2020). Digital transformation in customer service: The case of Starbucks. Journal of Services Marketing, 34(1), 1-15.
  • Shankar, V., & Balasubramanian, S. (2021). Personalization and customer experience in online retail. Journal of Interactive Marketing, 57, 35-52.
  • Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The Future of Retailing. Journal of Retailing, 93(2), 174-185.
  • Venkatesh, V., & Davis, F. D. (2000). A Theoretical Extension of the Technology Acceptance Model. MIS Quarterly, 26(3), 425-478.
  • Lee, S., & Carter, S. (2018). The impact of delivery service quality on customer satisfaction: An empirical study. International Journal of Consumer Studies, 42(6), 648-656.
  • Nguyen, B., & Simkin, L. (2017). The dark side of digital personalization. Business Horizons, 60(3), 313-322.
  • Schultz, D. E., & Schultz, H. F. (2019). Branding and brand management. Springer.

Related Assignments