Differentiation as the key to success. A marketing plan for Starbucks

Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing grade: 13 University of King Juan Carlos language: English abstract: The present paper develops a marketing plan for Starbucks. The author begins this task by performing a marketing analysis including a Porters Five Forces-analysis of the retail coffee and snacks industry. He then proceeds with an external and internal analysis examining competitors and social economic and environmental trends as well as the companies own resources and current position.Following a SWOT-Analysis different aspects of strategic and operational marketing are highlighted among them the product itself price place promotion targeting and segmentation. Finally implementation and control of the strategy are discussed and a conclusion is drawn.