2. 2
Table of Contents
1. Title
2. Table of contents
3. Company analysis
5. Consumer Analysis
7. Product Analysis
12. Competitive Analysis
14. SWOT Analysis
15. Campaign Target Audience
16. Advertising Objectives
17. Media Selection
18. Appendix
3. 3
Company Analysis
The Starbucks mission statement is to inspire and nurture the human spirit – one
person, one cup, one neighborhood at a time. From this we can see that Starbucks wants
to create an environment within their stores of a sense of community that people can go
to and feel welcomed. Starbucks is definitely more ambitious with what their mission
statement says.
Company History
The history of Starbucks was started by three men who met on their college
campus that wanted to sell wholesale coffee beans. They learned from their teacher at
their university (Who coincidentally started Peete’s Coffee) how to do so and from their
opened their first store in downtown Seattle, Washington. At first they did not sell coffee
beverages only beans, but when the demand came and their customers wanted to taste
their coffee more in stores, the men started creating drinks for their company.
Two big issues that Starbucks faces is the economy. Over the last 5 years they
have had to close thousands of stores because more people are wanting to make their
coffee at home where it is cheaper. Although, with the rise of popularity of the Keurig
and K-Cups this has not been so much of an issue. Another issue is competition;
Starbucks is not the only coffee shop in town so they are constantly faced with many
competitors and people that are loyal to one company over the other.
Over the last 20 years Starbucks has grown exponentially. They are a worldwide
known company and have stores on almost every continent and their products have
traveled to every continent.
Some trends that can be seen within Starbucks are the more females than males
tend to order Starbucks drinks. At the same time, Starbucks drinkers tend to be more
adventurous with their activities and traveling.
Gender
Male
Female
VAL's
Innovators
Thinkers
Believers
Achievers
Strivers
Experiencers
Makers
Survivors
4. 4
0 5 10 15
Outdoor
Acitivites
0 times
1-2 Times
3-4 Times
5-7 Times
Series1
0
2
4
6
8
10
12
14
Series1
0
1
2
3
4
5
6
7
Series1
0
2
4
6
8
10
12
Series1
Wilingness
towards Green
Products
Very
Willing
Little
No
5. 5
Consumer Analysis
Who are the consumers?
The consumers of the Starbucks company are primarily people between the ages
of 15-30. The gender population is quite even but it leans somewhat towards the female
side.
What motivates them to buy?
What motivates the consumers to buy Starbucks is their love of coffee. To some
people coffee can be an art form, and to some it is their morning ritual that they need to
wake up in the morning. Others just love to sit down with their friends and relax while
drinking their favorite drink.
What do they look for in a product?
What the consumers look for in these products (specifically the whole sale coffee
beans) is a product that they can take home and create the same taste that they would get
from a drink at Starbucks
How do they look at life?
The consumers of the product tend to be all over the board. There are some people
who love the outdoors and then there are homebodies.
Passive interests?
Same course with passive interests, my population of consumers tends to
be very broad and so their interests seem to be very broad as well. There is no
specific trend with any interests in the consumers of Starbucks. The one thing that
6. 6
the consumers do have in common though is that they love to drink coffee
(obviously). A small trend that can be seen is that they enjoy relaxing settings
and places where they can
Frappuccino Effect Graph
Over the last 10-15 years people are purchasing their coffee more and more outside
of their home. With a variety of coffee shops opening up on almost every street
corner, one is bound to pass by one of his/hers way to work. From this graph, one
can see that Starbucks tends to be the front-runner with Dunkin’ Donuts not far
behind and there still being a group of individuals that prefer to make their coffee
at home. (support?)
7. 7
Product Analysis
This last chapter dealt with the consumer and the company. This
analysis will solely focus on the product, Starbucks Wholesale Coffee
Beans. Customers were asked eight different questions about the coffee
beans ranging from price to quality to what activity they enjoyed with the
product.
Customer and CostRatings
The following graphs represent how customers rated different aspects of Starbucks
Wholesale coffee beans
Customers were asked to rate Starbucks Wholesale coffee beans overall
A majority of customers thought that the Starbucks Wholesale coffee beans were good.
Customers were asked to rate the costs of Starbucks Wholesale coffee
Beans
0%
60%
35%
5%
Excellent
Good
Average
Poor
8. 8
Most of the customers thought that the price of Starbucks Wholesale coffee beans is too
expensive.
Quality and Performance Ratings
Next customers were asked to rate the quality of Starbucks Wholesale coffee beans
Customers’ thought that the performance of Starbucks Wholesale coffee beans overall
was good
And then customers were asked to rate the performance of Starbucks Wholesale coffee
beans
55%36%
9%
Expensive
About Right
Cheap
20%
60%
10%
10%
Excellent
Good
Average
Poor
9. 9
Customers’ thought that the performance of the Starbucks Wholesale coffee beans were
good.
Important Features
Customers were then asked to rate the important features of Starbucks Wholesale coffee
beans
An overwhelming majority of customers thought that the most important feature of
Starbucks Wholesale coffee beans was the quality.
Activities, Changes and Disappointments
30%
50%
10%
10%
Excellent
Good
Average
Poor
0%
10%
60%
30%
Cost
Style
Quality
Performance
10. 10
Customers were asked what activities they enjoyed while using Starbucks Wholesale
coffee beans
Most customers like to enjoy their Starbucks Wholesale coffee beans in public.
Customers then were asked what changed they would make to improve Starbucks
Wholesale coffee beans
Over half of the customers thought that the cost of Starbucks Wholesale coffee beans
should change.
20%
50%
30%
Outdoor
Public
Around the house
50%
10%
30%
10%
Cost
Style
Quality
Performance
11. 11
And lastly customers were asked what they thought wad disappointing with Starbucks
Wholesale coffee beans
The most dissapointing factor of Starbucks Wholesale coffee beans to the customers is
the lower costs.
30%
50%
0%
10%
10%
Less features
Lower costs
Improved Packaging
Better advertising
more eco-friendly
12. 12
Competitive Analysis
This chapter focused on the competitors of Starbucks wholesale coffee beams.
Customers were asked how they compared and felt about Starbucks to their
competitors.
The following graphs show how customers rated Starbucks wholesale coffee beans
against other competitors.
Customers were asked if Starbucks was their first choice in purchasing wholesale coffee
beans
Customers were then asked how likely they were to purchase Starbucks wholesale
coffee beans over the competitors.
50%
10%
30%
10%
Always
Most of the time
Sometimes
Never
60%
10%
10%
20%
Very Likely
Likely
Somewhat likely
Not likely
13. 13
How strongly do you feel that there are more competitive prices for similar products
with other companies?
The following chart shows how customers rated different categories of Starbucks to
their competitors.
Summary of Findings
The consumers of Starbucks tend to be split evenly when it comes to gender. The
consumers also enjoy a multitude of different activities but something that is important to
them is atmosphere in the shops where they purchase their coffee. When it comes to
product usage, the customers that buy Starbucks whole sale coffee beans use it quite
frequently, some in their every day lives. The consumers also tend to be very loyal to
Starbucks but will sometimes reach out to other brands. The needs and wants of the
consumers are mostly lower prices. This by far is the biggest weakness and threat to
Starbucks Coffee. The motivation of the consumers of Starbucks coffee is enjoying
coffee simply.
Starbucks would like to see 50% of the consumers see a Starbucks Coffee
advertisement every day. Starbucks would also like to see our consumers see
advertisements 3-5 times daily. Another objective would be sell wholesale coffee beans
of Starbucks in grocery stores that are Starbucks partners. Also have end caps with
advertisements of Starbucks Wholesale coffee beans in super markets.
60%20%
20%
0%
Very strongly
Strongly
Somewhat strongly
Not strongly
0
2
4
6
8
10
12
14
Much Better
Better
Worse
Much Worse
14. 14
SWOT Analysis
After evaluating 35 findings I have developed the following conclusions of said findings
1. Consumers thought that the product had a high performance rate (S)
2. Consumers had problems with the company’s return policy’s (W)
3. The consumers thought that the product had a good satisfaction rating and
appraised the quality of the product. (O)
4. The company’s prices were the biggest downfall of the consumers ratings
5. Consumers also found that the competitors often had better prices (T)
6. Consumers stated that the company was often their first choice.
7. The main change that the consumers wanted to see in the company was lowering
the prices of the product. (O)
Strengths -High
Performance,
Quality, First
choice.
Weakness-
Return policies,
competitors
prices.
Opportunities-
Good
satsifaction,
wanting good
quality,
lowering costs.
Threats- Prices
15. 15
Campaign target Audience
Starbucks target market profile will be focused on mainly females from ages 16-
25 living in Seattle, Washington. The females that Starbucks will be targeting will be
ones that mainly enjoy indoor activities (i.e. reading, TV watching, etc.). The reasons for
this are because that is a large group of the target audience consumers. The consumers of
Starbucks Coffee are extremely broad with ages, lifestyles, and interests. Starbucks will
also target females living in the Seattle, Washington area because that is a majority of the
Starbucks Coffee stores is located and where the least amount of competition is located.
16. 16
Advertising Objectives
Starbucks would like to see 50% of the target consumers see a Starbucks Coffee
advertisement every day. Starbucks would also like to see our consumers to see
advertisements 3-5 times daily.
The first objective will be to increase the consumer’s knowledge of Starbucks
wholesale coffee beans by 20%.
The second objective will be to increase sales of the coffee beans up 15%
The third objective will be to target a high percentage of men successfully, 10%
more.
The fourth objective will be to increase sales with male consumers by 15%. The
fifth and final objective will be to increase sales of Starbucks as a whole by 30%.
17. 17
Media Selection
For the media selection Starbucks will be choosing to do Cosmopolitan Magazine,
a TV commercial, and a Facebook advertisement. Starbucks is choosing to spend 30% of
the budget on a TV add, 20% on Magazine, and 50% on a Facebook add.
Starbucks target market profile will be focused on mainly females from ages 16-
25 living in Seattle, Washington. The females that Starbucks will be targeting will be
ones that mainly enjoy indoor activities (i.e. reading, TV watching, etc.). The reasons for
this are because that is a large group of the target audience consumers. The consumers of
Starbucks Coffee are extremely broad with ages, lifestyles, and interests. Starbucks will
also target females living in the Seattle, Washington area because that is a majority of the
Starbucks Coffee stores is located and where the least amount of competition is located.
Starbucks new advertising theme will be introduced to the target audience during
the first two months of the campaign (September and October), followed by a three-
month period of focusing on brand attributes (November, December, and
January.). There will be no advertising scheduled during the low sales months or summer
(June, July, August), followed by a big back-to-school push in September because of
peak sales. The campaign will finish the year using a message strategy designed to build
the brand during the last three-months period (October, November, December.)
The main focus of the media selection will be using TV ads and Facebook ads
since that is where the majority of Starbucks consumers will be. There will be two ads
placed in Cosmopolitan magazine (two months in a row) but in between those ads there
will be pulsing Facebook and TV ads.
Week Type Type Type Type Type Type Type
One Magazine Magazine Magazine TV TV TV TV
Two TV TV TV TV TV TV TV
Three Facebook Facebook Facebook Facebook Facebook Facebook Facebook
Four TV TV TV TV TV TV TV
Five Magazine Magazine Magazine Facebook Facebook Facebook Facebook
Six Facebook Facebook Facebook Facebook Facebook Facebook Facebook
18. 18
Appendix
Questionnaire Draft
1. Is (company name) your first choice for purchasing (your product name)?
a. Always 10
b. Most of the time 2
c. Sometimes 6
d. Never 2
2. How likely are you to purchase (your product name) over its competitors?
a. Very Likely 12
b. Likely 2
c. Somewhat Likely 2
d. Not Likely 4
3. How strongly do you feel that there are more competitive prices for similar
products with other companies?
a. Very Strongly 12
b. Strongly 4
c. Somewhat Strongly 4
d. Not Strongly 0
4-8. In comparing to (your product name) to your competitors, rate the following
Much Better Better Worse Much
Worse
e. Quality 4 12 2 2
f. Cost 2 2 4 12
g. Performance 12 6 1 1
h. Image 8 8 2 2
i. Return Policy 6 10 2 2
Media selection on page 17
