Final presentation for my Introduction to Marketing class as a freshman at Xavier University. In it, my partner and I apply the following concepts to Starbucks: the 4 Ps of Marketing, competitive analysis, and target market analysis. On the last slide, we make recommendations based on our research that we think could help improve Starbucks's business.

1. Starbucks
A Ready To Brew Market Research Report
By Baristas: Hoang Huy Le & Katrina D’Esopo

2. The Mission Statement
Our mission: to inspire and nurture
the human spirit – one person, one
cup and one neighborhood at a time
.

4. $42.95

5. 1lb Whole Bean House Blend
$13
Lower:$9.95
$5.50
Higher:$7.99
$8
Higher:$11.95

6. What is Starbuck's Market Share?
29%

7. 20 oz Mocha Coffee with whipped Cream
$3.50
Higher:$4.40
$2
Higher:$2.24
$4.75
Lower:$4.25

8. Product Positioning
Quality
High
Peet’s Coffee &
Tea
Starbucks
Dunkin Donuts
Price
Low
High
Low

9. The Anatomy of the Core Customer
Age 18-34
Much disposable
income
Likes different
cultures
Active in the
community
Values their health
Heavy Internet user

10. Product: Packages From All Over
China
Kenya
Mexico
Various
Latin
American
Countries

11. Product: Starbucks Cafe
Nutrition Facts
 Calories: (foods) under
350 (drinks) under 200
 Fat: (foods 10g or less”
 Ingredients: hold the high
fructose corn syrup &
preservatives

12. Products: Starbucks Cafe
 Closer to homemade foods
Ingredients: bananas, wheat flour enriched (wheat flour, niacin, reduced iron, thiamine
mononitrate, riboflavin, folic acid), sugar, soybean oil, walnuts, egg, cultured
buttermilk, baking soda, natural flavors, salt.

13. Place
 Cities
 Shopping Malls
 Book stores
 International Stores
http://www.starbucks.com/co
ffeehouse/store-design/palacehotel

14. Promotion
 Social media
 Iphone: My Starbucks App
 Store locations
 Nutrition info
 Drink ideas
 Use as My Starbucks Card

15. Promotion: Starbucks Red/ Global
Fund
AIDS Help/ Awareness
http://www.joinred.com/red
/

16. Threats
Recession
Smoothie
Shops
Perception of
Environmental
irresponsibility
Fast Food
Restaurants’
Coffee

17. Key Recommendations
U.S: Rebrand as
breakfast place
International: new
locations
Coffees with
vitamins added;
coffee- smoothie
blends; expand on
tea
Smoothie
Shops trend
Recession
Use local products
Market
Research
Fast Food
Restaurants’
Coffee
Perception of
Environmental
irresponsibility