Starbucks 2010 marketing plan aims to increase customer loyalty and satisfaction and improve its brand image. A situational analysis found high wait times, dependency on beverages, and too many stores as weaknesses. The plan sets an objective to decrease the percentage of people who feel Starbucks only cares about making money from 61% to 35% by focusing on local community service, short campaigns for non-profits, and in-store advertising of its expanded website and socially responsible initiatives. Contingency plans include promotions, clarifying the rewards program, and involving customers in initiatives to demonstrate genuine social responsibility if objectives are not on track after the first quarter of 2011.

1. Starbuck's 2010 Marketing Plan Veronica Puerta EJ Justo Jeff Freeman Turner Hall Matilda Landeblad

7. Expanding website out in our stores...