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Starbucks Marketing Plan

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Running head: SITUATION ANALYSIS PAPER
Situation Analysis Paper
Student Name
December 20, 2016

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SITUATION ANALYSIS PAPER
Introduction
Name of the organization
The organization being evaluated in this perspective is Starbucks organization whose
story is perceived to have started in 1971. The firm is perceived to have originated in Seattle Pike
market with the presence of a single store. Initially, the firm associated with roaster and retailer
of whole bean and ground coffee. The firm further offered tea and spice, hence, the implication
here is that Starbucks as a name is derived from the first mate in Herman Melville novel by
Moby Dick. Another interesting part about the firm is its logo is inspired by the sea, as it features
a twin-tailed siren.
Mission Statement
According to Kotler (2011), Starbuck’s mission is to inspire and nurture the human spirit
through their services and product. The firm aims at ensuring that one person, one cup and one
neighbor at time initiative is undertaken to the latter. Fundamentally, the mission statement
practiced by Starbucks has contributed positively towards its presence in the market, especially
on the global platform. The rationale is based on the fact that currently; the organization features
a number of dissimilar commodities within its stores.
Description of the firms product or services
Starbucks is tasked with the objective of purchasing and roasting high quality whole bean
coffees and sell them at the same time. The firm further deals with Italian-style espresso
beverages, cold blended beverages and a selection of premium tea. The firm takes part in selling
coffee and tea products to its potential clients globally. In addition, Starbucks sells a variety of
ready-to-drink beverages to its clients on the market. The implication here is that the firm has

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Running head: SITUATION ANALYSIS PAPER Situation Analysis Paper Student Name December 20, 2016 SITUATION ANALYSIS PAPER Introduction Name of the organization The organization being evaluated in this perspective is Starbucks organization whose story is perceived to have started in 1971. The firm is perceived to have originated in Seattle Pike market with the presence of a single store. Initially, the firm associated with roaster and retailer of whole bean and ground coffee. The firm further offered tea and spice, hence, the implication here is that Starbucks as a name is derived from the first mate in Herman Melville novel by Moby Dick. Another interesting part about the firm is its logo is inspired by the sea, as it features a twin-tailed siren. Mission Statement According to Kotler (2011), Starbuck’s mission is to inspire and nurture the human spirit through their services and product. The firm aims at ensuring that one person, one cup and one neighbor at time initiative is undertaken to the latter. Fundamentally, the mission statement practiced by Starbucks has contributed positively towards its presence in the market, especially on the global platform. The rationale is based on the fact that currently; the organization features a number of dissimilar commodities within its stores. Description of the firm’s product or services Starbucks is tasked with the objective of purchasing and roasting high quality whole bean coffees and sell them at the same time. The firm fur ...
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