1 well-known business you would like to research and use as the basis for developing a marketing campaign. Refer to the following resources, as needed, for assistance selecting a business and locating information about it:

• Marketing professional organizations, such as 4 A’s website or American Marketing Association website
• Get Started with Marketing Research page on the University Library website
• Business databases on the Week 1 University Library

Consider the following during your business selection process:

• The business you select will be used throughout the weekly assignments and summative assessments in this course.
• It will be to your benefit to select a business whose information is easily accessible. While you will base your plan on the actual business, there may be parts of this assignment that will require you to use your knowledge and resources to make an informed plan.

Develop a 350- to 700-word outline for your selected business in which you include the following information that you will use to complete portions of your Week 2 summative assessment:

• Mission statement
• Vision statement
• Product line description
• Business information, such as the size of the business
• Current target markets
• Current marketing tactics

Cite sources to support your outline.

Format citations and references according to APA guidelines.

 

Answer

 

Introduction:

 

Starbucks Corporation, founded in 1971, is a global leader in the coffeehouse industry, renowned for its premium coffee, espresso-based beverages, and café experience. With over 30,000 stores worldwide, Starbucks has established itself as a household name, symbolizing quality, innovation, and community engagement. This marketing campaign outline will provide essential information about Starbucks to guide the development of a comprehensive marketing plan.

 

Outline:

 

1. Mission Statement:

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

 

2. Vision Statement:

“To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”

 

3. Product Line Description:

Starbucks offers a diverse range of high-quality coffee beverages, including espresso, brewed coffee, Teavana tea products, and handcrafted beverages like Frappuccinos and seasonal specials. Additionally, Starbucks sells whole bean coffees, premium teas, pastries, and other food items.

 

4. Business Information:

– Starbucks Corporation is a multinational coffeehouse chain headquartered in Seattle, Washington.

– As of 2021, Starbucks operates over 30,000 stores across 80 countries, employing over 350,000 partners (employees).

– The company’s revenue in 2020 was $23.5 billion, with a market capitalization exceeding $100 billion.

 

5. Current Target Markets:

– Urban professionals: Starbucks targets busy professionals seeking convenient and high-quality coffee options during their daily routines.

– Millennials and Gen Z: Starbucks appeals to younger generations through its focus on sustainability, social responsibility, and innovative products.

– Families and casual coffee drinkers: Starbucks aims to create inclusive and welcoming environments suitable for families and individuals seeking a comfortable café experience.

 

6. Current Marketing Tactics:

– Digital marketing: Starbucks utilizes social media platforms, email marketing, and mobile apps to engage with customers, promote new products, and offer personalized rewards.

– Store design and ambiance: Starbucks stores are designed to provide a cozy and inviting atmosphere, encouraging customers to linger and socialize.

– Partnerships and collaborations: Starbucks collaborates with other brands and organizations to expand its product offerings and reach new customer segments.

– Sustainability initiatives: Starbucks emphasizes its commitment to environmental sustainability through initiatives like ethically sourced coffee beans, recyclable packaging, and LEED-certified stores.

 

Conclusion:

 

This marketing campaign outline provides essential information about Starbucks Corporation, including its mission and vision statements, product line description, business information, current target markets, and marketing tactics. This foundation will serve as a guide for developing a comprehensive marketing plan to enhance Starbucks’ brand presence and drive customer engagement and loyalty.

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