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Essay / Research Paper Abstract
This 10 page paper outlines a plan for Starbucks to develop and introduce a new product to expand their market by attracting more non coffee drinkers. The paper presents the objectives, tactics, milestones, action items and identifies the key success factors. The budget and financial forecast are also presented. The bibliography cites 4 sources.
Page Count:
10 pages (~225 words per page)
File: TS14_TEstarplan.doc
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Unformatted sample text from the term paper:
and the support for some inefficient outlets. The firm has retrenched, refocused on the core competences and reduced costs as well as adapting the menu for the changed conditions. The
company is once again in a position to consider more aggressive growth plans. In order to ensure that the company remains up-to-date
and meets me needs of consumers, as well as to attract new potential customers, it is suggested that the firm extend its product range, offering an alternative to coffee and
the existing range of coffee-based drinks. This will help to minimize the high reliance on coffee market, as well as overcome some of the issues associated with current market trends
moving away from caffeine-based drinks. Related diversification may also help to increase sales, and appeal to new markets where existing outlets are already located. There are a number of potential
alternatives, different types of teas in choppers may be considered, although one potential product that appears to have a great deal of potential, and may also gain the firm another
source of differentiation compared to competitors would be the development of a yerba mate drink; drinks which are very popular in the South American region (Walljasper, 2007). This would effectively
be creating new market in many countries, with the drink is relatively unknown, but as Starbucks can be credited with effectively creating and growing the gourmet coffee market, the development
of a new market is already a core competence within the firm. 2. Objectives The main objective is to bring to develop and bring to market a new drink/product
that will compliment the existing range and strategies, including sales in the non Starbucks locations (such as supermarkets). However, this needs to be broken down into individual targets and objectives
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