04 May Plan Part 2 Assessment
Strategic initiative plan of starbucks
Marketing
Executive summery
This presentation aims at illustrating the strategic plan of Starbucks in regards to the future of the company market expansion and acquisition.
It will mention the company’s current position in the market so that there can be a clear view of what this proposal is offering in regards to the company’s future standing in the market.
How it will improve the culture the company currently has and how our value will drive this new culture into good standings with customers of all social statuses.
Values Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status quo and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselves accountable for results (FarFan, 2017)
Mission statement
“Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
Strategic plan
Identified market expansion opportunities
Acquisition opportunity
We have two marketing opportunities open to us, that I believe and will prove to be our best step forward.
Identified market expansion opportunities, and Acquisition opportunity.
As I will explain, both of these marketing opportunities will work hand in hand to further improve a profit margins not forgetting our customer relation standards.
Opening at least 500 new stores in china- china sits on the largest single country population in the world.
Bringing our Teavana tea brand to India- it also sits on another large population market.
Entering china’s ecommerce market
Acquisition opportunity
Japan Starbucks shares should be at the top of our list so as to ensure control of the japan stores.
This will ensure that we can implement our global market base and expose the company culture, with the employing of trained local stuff, expand our store design field to match the home country of the stores.
Identified market expansion opportunities
.
Company values in relation to building a great culture
We shall now discuss how our values will be a tool to building a great culture with the customers at our global stores.
Our company should adapt to the changes we find at the global level.
We should offer coupons as a market entry strategy to the customers at our global market.
We should support some of the local initiatives that will see them come to support our business and also spread the word of our products
This is meant to aid in building a meaningful and ultimately profitable relationship with the locals.
The culture we intend to build
we shall now discuss what kind of culture we intend to build with the customers at our newly proposed stores and how to acquire their business.
with the millennial demographic of every host nation to our stores at the global stage.
This culture will be that of technology, through providing high speed internet for free to loyal customers and a small charge to those that aren’t regulars.
This small charge shall act as a motivating factor to a customer, as they would want to use our internet for free thus will become regulars of Starbucks stores and also serve as our marketers to those who are reluctant to try our products.
Conclusion ,
I hope that the company will see the great financial potential in this proposal and grant me the support required to implement it.
References:
Farfan, B. (2017 October 21). Starbucks mission statement. Retrieved from https://www.thebalance.com/starbucks-mission-statement-2891826
2016 January 18. How Starbucks plans to grow its international operations. Retrieved fromhttps://www.forbes.com/sites/greatspeculations/2016/01/18/how-starbucks-plans-to-grow-its-international-operations/#35d8332d1941
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