Starbucks Strategic Marketing Plan Market Strategy, Marketing Channels, Implementation, and Monitoring 1 New Customer Segments for Starbucks Determine any new customer segments for your strategy and describe how you will provide value to each segment 2 Marketing Mix for New Customer Segments for Starbucks Determine adaptions for each new customer segment Products Price Distribution Traditional Promotion Online Promotion 3 Marketing Implementation Create the implementation for your marketing plan Describe how you will organize and implement the plan, such as whether it will be organized by market, geography, and who is responsible for marketing decisions Marketing Communication Channels 4 Evaluate the marketing communication channels you will use to reach selected audiences Include Internet and traditional communication channels to convey key messages Describe the advantages and disadvantages of each channel you select Insert or remove rows as needed Channel Target Market Advantages Disadvantages Example Direct mail Middle class residential Can include coupons Expense and low return rate for given product 5 Strategic Actions Develop specific activities required to implement the marketing plan Identify the person or role who will be responsible for each action, when it will be complete, and what standard or metric indicate that the activity is complete Insert or remove rows as needed Action Date for Completion Person Role Responsible Standard Metric Example Design flyer for direct mail campaign 1 1 2021 J Smith, graphic designer Approval by senior marketing team and legal 6 Monitoring Develop the measurement to identify how you know you have been successful for each strategic action Specify the measures to track performance against goals Identify standard reports from your online and traditional marketing efforts Insert or remove rows as needed Action Target Person Responsible Inter measurement Example Direct mail flyer 1100 new inquiries Western regional manager 500 new inquiries first month of campaign

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Starbucks Strategic Marketing Plan Market Strategy, Marketing Channels, Implementation, and Monitoring 1. New Customer Segments for Starbucks Determine any new customer segments for your strategy

Starbucks Strategic Marketing Plan

Market Strategy, Marketing Channels, Implementation, and Monitoring

1. New Customer Segments for Starbucks

Determine any new customer segments for your strategy and describe how you will provide value to each segment.

2. Marketing Mix for New Customer Segments for Starbucks

Determine adaptions for each new customer segment.

Products
Price
Distribution
Traditional Promotion
Online Promotion

3. Marketing Implementation

Create the implementation for your marketing plan. Describe how you will organize and implement the plan, such as whether it will be organized by market, geography, and who is responsible for marketing decisions.

Marketing Communication Channels

4. Evaluatethe marketing communication channels you will use to reach selected audiences. Include Internet and traditional communication channels to convey key messages. Describe the advantages and disadvantages of each channel you select. Insert or remove rows as needed.

Channel	Target Market	Advantages	Disadvantages
Example: Direct mail	Middle class residential	Can include coupons	Expense and low return rate for given product

5. Strategic Actions

Develop specific activities required to implement the marketing plan. Identify the person or role who will be responsible for each action, when it will be complete, and what standard or metric indicate that the activity is complete. Insert or remove rows as needed.

Action	Date for Completion	Person/Role Responsible	Standard/Metric
Example: Design flyer for direct mail campaign	1/1/2021	J. Smith, graphic designer	Approval by senior marketing team and legal

6. Monitoring

Develop the measurement to identify how you know you have been successful for each strategic action. Specify the measures to track performance against goals. Identify standard reports from your online and traditional marketing efforts. Insert or remove rows as needed.