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MKT 571 Week 6 Learning Team Assignment ( Product Launch Plan )

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PRODUCT LAUNCH PLAN 1
Product Launch Plan
Week 6 Learning Team
MKT 571 Marketing
University Of Phoenix

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PRODUCT LAUNCH PLAN 2
Product Launch Plan
Companies that want to position themselves superior, reputable, and profitable must focus on an
effective and realistic marketing plan. In the context of international or global markets,
marketing planning can be very challenging. Potential market changes overseas can take place,
according to economic, cultural, political, and competitive pressures, and often companies may
not promptly have the necessary information or knowledge about these changes. Our Team has
identified an opportunity for Starbucks, a U.S. based company, to launch the cinnamon tea
domestically and expand it internationally, starting in England. Our team has previously
completed research in the product offering, the distribution channels and pricing strategies, and
the marketing communication plan.
This paper will present a complete Starbucks’ product plan of the cinnamon tea launch
domestically and in England. The plan will include product description, product positioning,
targeting, market needs, market potential and market growth, a SWOTT analysis, the
competition, marketing objectives and marketing strategy, pricing, marketing communication,
distribution strategy. Furthermore, the study will contain financial information with the expenses
that incur with the product launch and a forecast for the next three years.
Product description
The Cinnamon Tazo Tea is a new product scheduled to launch throughout the United
States and Europe in 2012. This new product will feature a distinctive taste that remains
consistent of the Starbucks signature drinks. By incorporating teas from the London Tea
Company and American cinnamon, the Cinnamon Tazo Tea will captivate customers with its
fresh, organic taste. This product will come in four sizes ranging from small eight-ounce to a
venti 20-ounce drink. As a way of reaching a vast consumer base, Starbucks has developed the

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PRODUCT LAUNCH PLAN 1 Product Launch Plan Week 6 Learning Team MKT 571 – Marketing University Of Phoenix PRODUCT LAUNCH PLAN 2 Product Launch Plan Companies that want to position themselves superior, reputable, and profitable must focus on an effective and realistic marketing plan. In the context of international or global markets, marketing planning can be very challenging. Potential market changes overseas can take place, according to economic, cultural, political, and competitive pressures, and often companies may not promptly have the necessary information or knowledge about these changes. Our Team has identified an opportunity for Starbucks, a U.S. based company, to launch the cinnamon tea domestically and expand it internationally, starting in England. Our team has previously completed research in the product offering, the distribution channels and pricing strategies, and the marketing communication plan. This paper will present a complete Starbucks’ product plan of the cinnamon tea launch domestically and in England. The plan will include product description, product positioning, targeting, market needs, market potential and market growth, a SWOTT analysis, the competition, marketing objectives and marketing strategy, pricing, marketing communication, distribution strategy. Furthermore, the study will contain financial information with the expenses that incur with the product launch and a forecast for the next three years. Product description The Cinnamon Taz ...
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