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1.Brief Description of the Product
1.1 Description of the Product
Starbucks coffees are classified by three roast profiles: Starbucks Blonde Roast, Medium Roast and Dark Roast, so you can easily find the flavor and intensity that’s perfect for you. Each single-origin coffee they offer exemplifies the best flavor qualities of its region.
1.2 Comparison of the Product with Its Competitors
Gloria Jean's Coffees
The Coffee Bean & Tea Leaf
2. Brief Profile of the
3. Project's Contribution to the Economy
1.4 Market Area
1.5 Main Customers
1.6 Total Demand
Total coffee demands:
1.7 Market Share
(Based on no. of operating stores as of 2010)
1.8 Selling Price
Starbucks Coffee: 38%
Bo's Coffee: 18%
Gloria Jean's: 13%
Coffee Bean & Tea Leaf: 9%
& Coffee: P95-P165
1.9 Sales Forecast
1.10 Promotional Measures
Using of banners
Giving of discount coupons
1.11 Marketing Strategy
Introducing new products
Buy 4 Get 1 FREE
at a certain time
of the day
Social media marketing
For the Marketing Budget Starbucks will allocate 10% of the net sales each month. Starbucks believe that the secret in creating a high-impact marketing plan is to optimize your limited budget. The use of social media, giving discounts, conducting a contest will be a great way to promote products because people nowadays engage much of their time browsing the net without causing you to spend so much of money.
1.12 Marketing Budget
Mr. Howard D. Schultz has been the Chief Executive Officer and President of Starbucks Corporation since January 2008. Mr. Schultz founded Starbucks Corporation in 1985 and has been its Chairman of the Board since 1985. He has vast experience as an Entrepreneur, Executive, Business Leader and Innovator in the consumer sector.
Figaro’s price is a little bit lower
Their price is also lower compared to Starbucks. They also have coffees and lattes like Starbucks were offering
Personalized service, fun coffee flavors and strategic locations make Gloria Jeans stay at the top of its game as one of the country’s best coffee shops. The store atmosphere is also excellent and they maintain a loyal following. As with those aspects Starbucks also possess those qualities and can compete far way better with the standard of Gloria Jeans.
Coffee Bean and Tea Leaf has a clean ambiance, innovative coffee mixes and good customer service. This makes them one of the frequented places for coffee and chilling out. Their price is also lower compared to Starbucks making it more affordable for the customers.