营销计划概述了一个成功的战略，并分解成可理解的，可操作的组件，这将使星巴克咖啡公司实施营销活动，以提供坚实的投资回报。这个计划是专为星巴克的首席执行官，以获得一个内部和外部因素，将影响公司在美国和国际市场的成功的处理。以下主题将有助于确定公司如何计划区分业务和产品提供从竞争中，并描述了将推动其业务的战略。
开设一家特许经营公司，有它的乐趣和危险。虽然内置的品牌识别是一个大的再加上一个启动，该品牌还没有达到一些最大的快餐连锁店的水平。特许经营品牌可能无法提供一个更大的连锁加盟连锁店的支持水平。也就是说，综合管理经验，以及特许人的目标和公司的目标之间的协同作用将导致我们球队的长期成功
星巴克需要在采购、焙烧、销售全豆咖啡的世界随着冲泡的咖啡，意大利风格的意大利浓咖啡饮料，冷混合饮料、各种糕点和糖果，各种辅助食品，并选择优质茶，以及咖啡相关配件及设备，通过其零售店。此外，星巴克生产和销售速溶咖啡、瓶装饮料、意大利浓咖啡饮料、冷冻杯咖啡和冰淇淋。该公司还通过其娱乐部门的图书、音乐和电影市场。其品牌组合包括星巴克、威盛、西雅图最好的咖啡，星巴克娱乐，星巴克听音乐、民族精神的水，Tazo，星巴克的星冰乐，星巴克Doubleshot，超一流的泰舒茶，星巴克发现，星巴克超级溢价。
The marketing plan outlines a strategy for success, and breaks it down into comprehensible, actionable components that will enable Starbucks Coffee Company to implement marketing activities to provide a solid return on investment. This plan is designed for Starbucks's CEO to get a handle on the external and internal factors that will influence the company's success in the US and the international market. The following topics will help define how the company plans to differentiate the business and product offering from the competition, and describe the strategy that will drive its business forward.
Opening a franchise company has its joys and perils. While the built-in brand recognition is a big plus for a start-up, that brand has not reached the level of some of the largest fast food chains. The franchise brand may not provide the level of support expected from a larger franchise chain. With that said, the combined management experience, and synergy between the goals of the franchisor and the company's goals will lead to the long-term success of our franchise
Starbucks involves in the purchasing, roasting, and selling of whole bean coffees worldwide along with brewed coffees, Italian style espresso beverages, cold blended beverages, a variety of pastries and confections, various complementary food items, and a selection of premium teas, as well as coffee-related accessories and equipment, through its retail stores. In addition, Starbucks produces and sells instant coffee, , bottled beverages, espresso drinks, chilled cup coffees, and ice creams. The company also markets books, music, and film through its entertainment division. Its brand portfolio includes Starbucks, Via, Seattle's Best Coffee, Starbucks Entertainment, Starbucks Hear Music, Ethos water, Tazo, Starbucks DoubleShot, Frappuccino, Starbucks super-premium Tazo Tea, Starbucks Discoveries, and Starbucks super-premium.