Introducing a New Product for Starbucks

This marketing plan for the Starbucks Corporation focuses on the introduction of a new product for the company. The Starbucks Corporation classifies its business activities in two principal groupings - Retail Products and Specialty Products. Retail Products reflect sales of the Company's products through its retail stores. Specialty Products include products developed solely by the Company and products developed by the Company in conjunction with partner companies. Specialty Products, however, are sold through retail outlets other than the Company's own retail stores, e.g., supermarkets, department stores, on airliners, and so forth (Starbucks Corporation, 2005).

The new product on which this marketing plan focuses has characteristics of both Retail Products and Specialty Products. The product will be developed solely by Starbucks Corporation, but it will not be sold through the Company's retail stores. Neither, however, will the new product be sold through retail outlets of the Company's retail partners. Rather, the new product will be sold through a Mobile Coffee Service owned and operated by Starbucks Corporation.

A few years back Starbucks Corporation began marketing coffee beans through supermarkets and later marketed canned and bottled coffee beverages through retail outlets other than the Company's retail stores. The underlying concept was to take Starbucks into the home to target those coffee consumers (a) who had fe

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6, with home ordering centers established for six defined (geographically) operational sub-regions (four defined service areas per sub-region). 3. The third objective is to establish 24 dispatch and service operations centers (one for each of the 24 defined service areas) by 1 August 2006. 4. The fourth objective is to field test the ordering and delivery system interaction by 15 August 2006, and to record, assess, and correct all system deficits. 5. The fifth objective is to field test the modified system (based on the findings in relation to the fourth objective) by 1 September 2006 with systems failures at the level of one-percent or lower. 6. The sixth objective is to generate $16,000,000 in total revenues for the Starbucks Freshly Brewed Coffee Home Delivery service in the Seattle-Bellevue-Tacoma-Everett (Washington) metropolitan area by 30 September 2007. 7. The seventh objective is to earn net earnings of 5.0 percent of revenues for the Starbucks Freshly Brewed Coffee Home Delivery service in the Seattle-Bellevue-Tacoma-Everett (Washington) metropolitan area by 30 September 2007. 8. The eighth objective is to attain a growth rate of 3.0 percent per year in total revenues for the Starbucks Freshly Brewed Coffee Home De
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Approximate Word count = 6932
Approximate Pages = 28 (250 words per page)

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