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Essay / Research Paper Abstract
A 12 page paper creating a strategic communications plan focusing on research, action, communication and evaluation as they apply to promoting Starbucks' entertainment venture. In-store promotion is particularly effective at Starbucks because of customers' habits of lingering and reading as they enjoy their Starbucks coffee creation. Evaluation of Starbucks' efforts in entertainment can be linked to in-store sales of DVDs – and when available – books and MP3 downloads. Bibliography lists 10 sources.
Page Count:
12 pages (~225 words per page)
File: CC6_KSstarStrat.rtf
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Unformatted sample text from the term paper:
Starbucks Coffee is the leading specialty coffee retailer in America. Its presence is nearly ubiquitous in any area in which there is sufficient traffic to support the location.
It operates caf?s in malls, airports, office buildings, university libraries and hotels; customers can expect to find Starbucks kiosks at hospitals, smaller office buildings and other places lacking enough traffic
to support a full caf?. Shoppers can find Starbucks coffee in grocery stores, and an alliance with Dreyers has placed coffee ice cream there as well. An alliance
with Pepsi resulted in placing a cold bottled Frappuccino(r) into grocery and convenience stores. The company continues to grow and in early 2006
had more than 11,000 locations and over 20,000 alliance partners. Though Starbucks mission has not changed, some of its methods have. The company needs to communicate these changes
with its customers while also promoting its newest venture, entry into various forms of entertainment that will be sold in the companys many retail outlets. The purpose here is
to create a strategic communications plan focusing on research, action, communication and evaluation as they apply to promoting Starbucks entertainment venture. Research Starbucks Mission
Starbucks mission statement is concise yet provides a "plumb line" against which to measure decisions. The statement reads, Establish Starbucks as the premier purveyor of the finest coffee
in the world while maintaining our uncompromising principles while we grow (Starbucks Mission Statement, 2006). Starbucks follows this brief statement with a list
of six guiding principles defining the broad issues most important to the organization. These principles address positive work environment; diversity; excellence; satisfied customers; social responsibility; and profitability (Starbucks Mission
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