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

2. Executive Summary Starbucks has not been meeting standards in terms of customer satisfaction Level of customer service has been less than customer expectations We have developed two goals in response to this problem Increase customer loyalty and satisfaction Improve brand image

3. Situation Analysis Competitive Set: Local Cafe/Restaurant Coffee Breakfast Foods Category Analysis: Growth Phase Consumption rapidly increasing SCAA says will peak 2015 Factors high gross profit margins (per cup of coffee)

4. Situation Analysis Competitive Analysis: Local Cafes Dunkin Donuts McDonalds Espresso Machines Customer Analysis: Old 25-44 year old well-educated, affluent skewed female New younger, price sensitive On-the-Go

5. Situation Analysis SWOT Analysis Strengths: Market Leader Brand Equity Excellent Locations Weaknesses: High Wait Times Dependency on Just Beverages Too Many Stores Opportunity: Product Expansion and Innovation Co-Branding New Markets Threats: Economy Disposable Income Health Consciousness

6. Goal: Improve brand image "Starbucks cares primarily about making money” Objective Decrease the amount of people that agree with the statement presented above from 61 percent to 35 percent by quarter 3 of 2011. ??? Strategy Local community service Short campaigns - non profit Adverstising within coffeeshops

7. Expanding website out in our stores...

8. Contingency Plan If not on track to meet our objectives by first quarter of 2011: Increase incentives to visit Starbucks Smaller promotions and discounts from rewards program Increase rewards program a Clear up confusion about rewards program Customers may think there is a "catch" FAQ in stores and website Make sure employees are informed and can answer customer questions Involve customers in socially responsible initiatives Customers may assume our intentions by advertising our initiatives are solely to increase profits Grassroots approach will demonstrate a genuine commitment to social responsibility