Essays on Integrated Marketing Communications Plan for Starbucks Case Study

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The paper "Integrated Marketing Communications Plan for Starbucks" is an outstanding example of a marketing case study. In the face of global competition, an organization should have a continuous exchange of ideas in order to attain a competitive advantage. An integrated marketing communications plan is, therefore, essential for successful integration of ideas (Blazevic, 2013). An integrated marketing communications plan is inclusive of the different promotional elements and other marketing mix elements that are well-coordinated, to assist with the process of communicating with customers (Delgado-Ballester, Navarro & Sicilia, 2012). Starbucks looks forward to expanding its retail outlets to other regions.

The Netherlands provides the ideal destination for Starbucks market due to its location, a high number of consumers and a growing market. This assignment aims at developing an integrated marketing plan for Starbucks during its expansion in the Netherlands. A Brief Description of Starbucks Company Starbuck Company is a leading coffee company and coffeehouse chain that is based in Seattle, Washington. The company operates in more than forty-four countries across the globe. Starbucks coffee stores shops serve cold and hot beverages, snacks, pastries, whole-bean coffee, micro-ground instant coffee and full leaf teas (Flamholtz & Randle, 2012).

Most of the Starbucks stores sell food items that are pre-packaged, hot and cold sandwiches and other items, such as tumblers and mugs (Ghazzawi, 2014). The company is now planning to open other stores in the growing market of the Netherlands. The aim of expanding its retail outlets to the Netherlands is to offer the local Dutch market and its youthful generation coffee, tea and other standardized products, in the form of sandwiches and snacks (Flamholtz & Randle, 2012).

The primary strategy is to launch Starbucks’ stores, by first starting test stores in various cities in the Netherlands. The stores will be operated by making adjustments according to the needs and want of the local customers while simultaneously holding onto the core strengths of Starbucks. Starbucks’ Marketing Mix Product The primary product of Starbucks is coffee and the different variations in coffee products are its products portfolio (Durst & Wilhelm, 2012). The company offers other direct consumption goods, including soft drinks, snacks and tea (Ghazzawi, 2014). When launching their retail outlets in the Netherlands, Starbucks products will remain unchanged; therefore, they will carry the absolute essence of its nature.

The Dutch culture and behaviours will, however, be considered. The culture and ways of the Dutch are quite different from the Americans. For example, the Americans are known for having breakfast and lunch outdoors, and, therefore, popularly order snacks go with a cup of coffee (Ingenbleek & Reinders, 2013). The Dutch, on the other hand, are seen to be different because they value breakfast and lunch moments, spent through having quality private moments with either family members or business associates (Ingenbleek & Reinders, 2013).

When launching Starbucks in the Netherlands, it will be important to put into consideration such behaviours to avoid a decrease in sales for products such as snacks. A decrease in any of the category of products could harm Starbucks ambitious goal of gaining a larger share of the market in the Netherlands. To avoid such an occurrence, the company will consider promoting the snacks as side dishes, rather than being a part of breakfast and lunch, in order to fit the behaviour, culture and standards of the Dutch.


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