Starbucks Coffee


· Review the MKT 646 Marketing Plan Outline and Final Marketing Plan Evaluation Guide.
· Write a paper of approximately 900 words using the company and product and/or service identified and approved in Week #2. Your paper should include the following topics, which correspond to the Marketing Plan Outline and Assignment Rubric. You do not need to organize the plan by each topic, but must include all of these components. If you have made any revisions to your product after feedback from your topic submission, please include a revised product description here. This is not included in your 900 word limit.
1. Strategic Overview
2. Analysis of the Business Environment
3. Market Research Findings
4. Customer Analysis
5. Segmentation and Targeting
6. Market and Brand Positioning
· Format your paper using West Writing Style Handbook guidelines.
· Include a minimum of four sources, which may consist of readings from the University Library, your text, and other selections.


The main product that we are selling is Starbucks Coffee. Starbucks Coffee specializes in selling high quality roasted coffee that is distinctively different from other coffee. Starbucks Coffee however does not only roast coffee but it also owns coffee houses from which different coffee drinks like bottled drinks, brewed coffee, espresso beverages, bakery,  yoghurt, fruits and others are sold.  The competitive advantages of Starbucks are high quality products and strategic locations of their shops. Starbucks has cut a niche among the coffee lovers as it provides different types of high quality coffee drinks.

The mission of the company is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Starbucks Coffee). This mission is achieved by  adhering to common values including offering quality coffee products, working passionately with partners, engaging and connecting with customers to uplift their lives, providing a relaxing coffee house environment, taking serious corporate social responsibility, and  being fully accountable to shareholders.