Writing marketing strategy and pricing management

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Reference no: EM132250114

Introduction: The product being considered for the marketing strategy is the pre-boxed meal offering by Starbucks. The current market situation or rather more precisely the competition for the pre-boxed meal comprises of the similar offerings from Mc'Donalds and Dunkin Donuts. The ix of the product is almost similar with a drink, a savory and a dessert. Howver the price point, perception and the recall differes for all three. While Dunkin donuts meal is perceived more as a breakfast, Starbucks meal is both a morning and an evening snack. Starbucks can capitalise on its strong presence in the coffee market and can tap in the customers from the existing target group while adding the new ones in an altogether exclusive group that is the kids by positioning the meal as a healthy option with the coffee. 2. The greatest strength that starbucks hold is the strong market presence and high brand recall in the coffee market. The best suggestion for the marketing of the pre-boxed meal would be to have it piggy back on the coffee product line and capture a new TG with the existing one. The weakness is the meal section and offering of starbucks is not highly recognised, it is viewed more as a takeaway store with only drinks being the key focus area. The perception needs to be modified with a focus on the food offerings The opportunity is extremely high wth gaining a mutually exclusive TG from the current one, with the focus on kids. The threat is that of existing players like MC Donalds who have kids as a major TG, a strong recall and connect with the TG. 3. The marketing strategy along with the pricing plan should focus on getting higher volumes sold , at a price point which is not very high to focus only on the premium group. This would reduce the size of the TG, and also deviate from the overall Starbucks' marketing strategy. Offers like getting a third meal box of the month at 35% discount would increase the number of purchases from the same customer, hence enhancing the brand recall and positioning. Multiple purchases, easy take away options, speed and high degree of custmisation would certainly be attractive and difficult to do away with for the fourth purchase of the month.

Need to come up with:

1. Writing a Marketing Strategy

2. Writing a Pricing Management

3. Writing a Distribution Managment

4. Writing a Promotion Mex Section

5. Writing a budget and control section

6. Writing conclusion and executive summary

Reference no: EM132250114

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