INTRODUCTION
• Known as the world’s largest coffee company
• Over 17000 locations in over 50 countries
• Positioned itself in customer mindset through
its quality product, service and environment
• The marketing plan is going to investigate the
possible launch of the franchise of Starbucks
coffee shop in Dhaka, Bangladesh
VISION & MISSION
Vision
“We see a world in which we
inspire and nurture the human spirit -
one person, one cup and one
neighborhood at a time.”
Mission
“To introduce Starbucks, the most
recognized and respected coffee
brand in the world, in Bangladesh
with the highest quality whole bean
coffee”
OBJECTIVES &
ISSUESObjectives
First year objective
• During 2019 initial year on the market, we
are aiming for unit sales volume of BDT
5,000,000
Second year objective
• Our second year objectives are to sell a
combined total of one million units and
break even early in this period
Issues
Establish a well regarded brand name here
Will invest heavily in marketing to create a
memorable and distinctive brand image
Position in terms of innovation, quality, and
value
DEMOGRAPHIC
SEGMENTATION
Main customers
• 15-40 age group
This age group is divided into two
• 15-25 age group
Low income
Youngest generation
Mostly students
We have to be hip and modern for this
group
• 25-40 age group
Higher income
Jobholders or businessmen
PSYCHOGRAPHIC
SEGMENTATION
Lifestyle segment
• Student’s lifestyle
• Working people’s lifestyle
• People who want coffee
• People who want other beverages
• This is a crucial segment, because
Starbucks has to have an image that
you don’t have to be a coffee drinker to
enjoy Starbucks
BEHAVIORAL
SEGMENTATION
Benefit Segmentation
• Sit down & enjoy
• Buy & go
Usage Segmentation
• Light
• Medium
• High
*We recommend focusing primarily on the high usage
segment
TARGETING
Male & Female
Age 15-40
Inner city residence
White collar ambience career
Environmentally friendly customers
Generally purchase more than just coffee
Latte, Specialty flavors
POSITIONING
Starbucks has already created a brand
equity, thus product positioning would
be-
Quality
Ambience
Frame of Reference
“Premium quality coffee”
THE 4P’s – PRODUCT
(TANGIBLE)
Direct consumption products (Original)
Beverages
• Different types of coffee
• Chocolate & espresso beverages
Snacks
• Donuts & muffins
Direct consumption products (Adapted)
Beverages
• Tea
• Soft Drinks
Snacks
• Different Cakes
• Sandwiches
• Salads
Merchandise products
Coffee Mugs
Coffee in packages
Stuffed toys
Collection series
THE 4P’s -
PRODUCT
THE 4P’s –
PRODUCT(INTANGIBLE)
Basically, the service offerings of Starbucks
• A very cozy, home-like atmosphere that
invokes social interaction which is
supported by supported by certain
tangibles like comfortable couches and big
lounging chairs
• Customization of the coffee and tea is
done by the customers themselves at
specially designed corners with sugar, milk,
and other products
• Provide free Wi-Fi services
THE 4P’s - PRICE
Starbucks will follow market skimming pricing. The
premium pricing is justified for the Starbucks quality
and image.
• Premium
• Value Based
• Competitors
COFFEE MENU EXAMPLES
COFFEE MENU EXAMPLES
COFFEE MENU EXAMPLES
THE 4P’s - PLACE
Convenient
Speed
Responsive
According to the target
GULSHAN BANANI DHANMONDI
THE 4P’s -
PROMOTION
Before Launching
Campaigns to educate people
• Through different billboard advertisements
Banners and poster advertisement in the targeted
area
Campaigns in the university area to grab the hype
of the students
THE 4P’s -
PROMOTION
THE 4P’s -
PROMOTION
Launching Event
A grand launching event with the key influencers
THE 4P’s -
PROMOTION
Post Launch Promotions
Digital Campaigns
• Personalized marketing like sending an UBER
discount code to customers
• Mobile marketing like location based SMS
marketing
• Influencer marketing
• Social media marketing over the social media
platforms
• Email marketing by sending menu
Customer rewards
• Providing discounts and offers on special days
like Eid, Bijoy Dibosh, Pohela Boishakh and so
on.
FORCASTED COST &
StarbucksPRICE
has fixed costs of BDT 20 million, variable costs
of BDT 250 per unit, and expects unit sales of one million
cups of coffee. Thus, the cost per unit is given by:
Unit cost = variable cost + (fixed costs/unit sales)
= BDT 250 + (BDT 20,000,000/BDT 1,000,000)
= BDT 270
*Note that we do not include the initial investment of BDT
10 million in the total fixed cost figure.
Starbucks wants to earn a 25 percent markup on sales. Then
the markup price will be:
Markup price = (unit cost) /(16desired return on sales)
= (BDT 270)/(1-.25)= BDT 360
INDUSTRY ANALYSIS
Main competitors
INDUSTRY ANALYSIS
Threats of new Threats of
entrants substitute
Low Moderate
Rivalry among the
industry
Moderate
Bargaining power Bargaining power
of buyers of suppliers
Moderate High
BREAKEVEN POINT
Our break-even unit volume is:
Break-even volume = fixed costs / (price - unit variable cost)
= BDT 20,000,000 / (BDT 360 - BDT 250)
=181,818.18 units0
Hopefully, we can achieve it within one and a half years.
FORCASTED INCOME STATEMENT
of 2019
FORCASTED INCOME STATEMENT
of 2020
*We achieve our break-even point in this year.
FORCASTED INCOME STATEMENT
of 2021
CONCLUSION
It’s time to put Dhaka on
the Starbucks map
