Starbucks’ marketing plan includes a mission statement to position Starbucks as “the most respected and recognized brand of coffee in the world.” The company’s objective is to achieve sales of $12 billion by 2010. To achieve this goal, Starbucks’ marketing plan calls for growing its U.S. distribution from 7,102 U.S. stores (in 2007) to over 10,000 stores (by 2010) and expanding aggressively in international
What factors should a business include in developing an index of market attractiveness and what factors should it include in an index of competitive position?
Discuss the main roadblocks to Starbucks’ sales objective. Explain how the roadblocks become the key issues in developing a marketing mix strategy.