Students are to read the following extract regarding Starbuck s stance on marketing to young customers (included in Learner Activities book). Students are to undertake the role of a marketer and stakeholder for Starbucks and present a completed marketing plan to launch a range of products to children. The plan must incorporate the following:
Part A “ develop a marketing plan
1) Identify and/or develop organisational objectives in regards to launching a new line of product for children and acknowledging Starbuck s younger customers
2) Evaluate the risks of these objectives including a SWOT
3) Look at marketing opportunity options (joint ventures, new ventures, product extensions)
4) Develop marketing strategies that can deliver the identified organisational objectives
5) Evaluate what resources and capabilities would be required to deliver these strategies
6) Outline the marketing mix to deliver the strategies and a rational for the chosen mix
7) Detail tactics to implement the strategies including an implementation (action) plan with timeline, scheduling and persons responsible. The timeline should allow for the plan to be approved by management and changes made before implementation.
Part B “ reviewing the marketing plan
8) Develop a marketing performance review strategy and monitoring mechanisms to determine if strategies are effective once implemented
9) Justify that the marketing strategies meet legal and ethical requirements. Identify where this might be challenged (e.g. marketing to young people)
10) Identify potential stakeholders who will need to sign-off on the marketing plan
11) From your list of potential stakeholders, select one whom you will now represent. Consider the marketing plan from the perspective of this stakeholder, and assuming you are this stakeholder, provide 200 words of feedback on the plan in terms of how it will impact on you (as the stakeholder) and if it will meet your needs in the delivery of the product.
12) Returning to the role of the marketer, include a paragraph on what you might need to adjust in the marketing plan in response to the feedback from the above stakeholder . Discuss if the feedback will impact on your ability to implement the plan within the required timeframe.
Students are to read and understand from the article that management acknowledges:
· Starbucks is a family venue
· The under-18 set has become part of the coffee chain s customer base
· The need to add new drinks or drink sizes that better meet the needs of kids or teens
· And that if children come into Starbuck stores unsupervised, Starbuck s need to have products that are appropriate to that age group.
This is the article about Starbucks:
Starbucks rethinks stance on young customers
Company acknowledges that teens and children are part of market base
Dustin Doty, 13, enjoys a pastry with his beverage at the Starbucks annual shareholders meeting this year. Doty’s mother recently purchased shares of Starbucks stock for him.
Elaine Thompson / AP file. Source: http://www.msnbc.msn.com/id/20608492/
By Allison Linn Senior writer
Kamyra L. Harding never gives her son coffee or soda, and rarely opts for treats such as chocolate cupcakes. But about twice a month, the mom does give in to her 4-year-old son Garrett David Brand s request for a Chai tea latte from Starbucks.
People here already know us, Harding said on a recent visit to a Starbucks on New York’s Upper West Side. They know we want extra milk.
Garrett has been a regular Starbucks customer since he could hold a cup, his mother says. Now when he passes a Starbucks he says, I want to buy this tea.
Starbucks, keenly aware of the pitfalls of being seen as trying to lure kids to drink sweet, caffeinated beverages, has for years insisted that it does not market to children ” even as stroller traffic jams build outside some stores and teenagers pack others.
Now, however, the company is revising its stance on kids, acknowledging that the under-18 set has become part of the coffee chain s customer base. Starbucks spokesman Brandon Borrman said there are still no plans to market specifically to children, and grown-ups need not worry that the Cartoon Network will be playing on the flat-panel screen of their neighborhood Starbucks anytime soon. But Borrman said Seattle-based Starbucks is considering whether to add new drinks or drink sizes that better meet the needs of kids or teens.
Right now, it only lists limited kids items, such as milk and hot chocolate, in a smaller size, while teenagers have the choice of adult-sized, and often heavily caffeinated, beverages. A 16-ounce Caramel Frappucino coffee drink, for example, has nearly three times the caffeine as a 12-ounce can of regular Coke or Pepsi.
Starbucks lattes, Frappuccinos and other drinks generally come in 12-ounce tall, 16- ounce grande and 20-ounce hot or 24-ounce cold venti size. An eight-ounce short size is often available but not always listed on the menu.
We need to be realistic about who comes into our stores, so if we have children who are coming into our stores that are on their own, we want to make sure that we have products that are appropriate to that age group, Borrman said. Do we have an alternative to a venti-size caffeinated beverage that would be more appropriate?
Borrman said the company also now recognizes that it is a family destination. That means you might see an ad for the company that features a family ” although you wouldn t likely see a Starbucks ad with a child on his or her own.
What we want to do is recognize the fact that there are people who are under the age of 18 who come into our stores, he said.The company also is looking at whether other items in the store that might appeal to kids, such as its signature line of teddy bears, should be placed in parts of the store where kids can t get to them as easily.
As of now, however, Borrman said Starbucks is still evaluating how to cater to younger customers and doesn t know when more formal decisions will be reached. Analyst John Owens of Morningstar said it is pretty clear that teens have become part of Starbucks regular customer base.–000”
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