Marketing Planning process Essay Example | Topics and Well Written Essays - 2000 words

Marketing Planning dish out - examine ExamplePeets Coffee & Tea, located in Berkeley, California, was the inspiration for Starbucks. The three original Starbuck founders bought their first coffee beans from Peets eventually, Starbucks became Peets competition.You notice more than the finest coffee when you visit a Starbucks - you get great people, first-rate music, and a comfortable and benefit meeting place, says Starbucks chairman Howard Schultz. We establish the value of buying a intersection point at Starbucks by our unrelenting quality and by building a personal relationship with each of our customers. Starbucks is rekindling Americas love affair with coffee, saving romance and fresh flavor back to the brew.For the thirteen-week period ending January 1st, 2006, Starbucks revenues increased 22% to $19.3 billion. Increase in net income was by 20% to $174.2 million. Starbucks employees total 115,000. Howard Schultz is Chairman of the Board, and James L. Donald is Chief Exec utive Officer and Director, with corporal headquarters located in Seattle, Washington, where the Starbucks experience all began.Because Chairman Howard Schultz deems music to be an integral segmentation of the Starbucks experience, a business wire released on May 1st of this year is of importance. A never-released 1972 album of sleep with standards recorded by Diana Ross was discovered in the Motown vault nearly three decades later. This album will exercise its exclusive debut at Starbucks on May 16, 2006. Source Guru Net News Alert, May 1, 2006to a fault of importance is to note that along with a quality selection of thirty blends of coffees from around the world and espresso, Starbucks in any case offer, in some markets, Tazo teas, Ethos water, salads, sandwiches, and pastries. A premium line of ice cream also adds to their diverse product line.STARBUCKS MARKETING POLICYSince Starbucks customers include people of diverse ethnic, age, and income groups with varying interests a nd tastes, the company embraces the art of providing excellent customer service by serving relevant products to their customer base, including some products which will dictate appeal to the juvenility group.Measures be taken to not only target marketing to the young consumers. A review process is put into place prior to the approval and distribution of materials and campaigns. A panel consisting of key employees reviews the marketing materials to brook written and verbal input. The company goes to great lengths to avoid materials that could possibly be offensive or insensitive, racially and culturally. Starbucks has implemented instructions to its advertising agency to choose media campaigns whose composition aligns with its adult customer base. Policy dictates that materials targeting to the juvenility population be shared with all staff employed in the marketing division.Diversity is equivalent with Starbucks in believing that diversity is a way of life. Prominent in the comp anys mission statement is their main goalto establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising article of belief as we grow.Education and recognition in diversity are Starbucks priorities. Diversity Learning Journey workshops are offered to all partners. Source Starbucks Homepage, 2006The importance of market planning is evident in the fact that Starbucks continues to open