Running Head: STARBUCKS NEW SERVICES AND MARKETING
1
WGU C212 MARKETING VTT2 TASK 1 LATEST VERSION
C212 Marketing
VTT2 Task 1: Starbucks New Services and Marketing in Canada
By Christina Counts
Western Governors University
College of Business
, STARBUCKS NEW SERVICES AND MARKETING 2
A1. New Products and Services for Proposal
Starbucks is known for their coffee, many different hand-crafted drinks and especially
their holiday drinks and red cups. They are dominant in the coffee market in the United States
and in many areas around the world. However, in Canada, there are 2 items that could give them
the edge over Tim Hortons.
Many know Starbucks offers a secret kid’s menu that varies depending on the area you
are ordering. One of the items will specifically be an addition for the kid’s menu in Canada. The
new item would be a team up with the makers of the Canadian Maple Leaf cookie, Jackman’s.
Maple Leaf Cookie frap and Latte (caffeine free) will be geared towards children, but will also
be offered in a grande, for the drinking pleasure of adults as well.
The second new item is a spin-off of a food that you can find all over Canada, poutine. A
Maple Bacon Poutine wrap is a great addition for the Canadian menu. The sandwich will be
comprised of maple bacon, hash browns, white cheddar cheese curds and beef gravy wrapped in
a tortilla. Since poutine is already such a big item, it would be an intriguing and delicious item
for current and new Starbucks customers to try and love.
A1a. Identify the need in the existing global market for the two new services
When making the determination of offering these items on a global scale, research should
be conducted to ensure marketability to the target market. To verify the need in Canada for these
items, the company will use direct observation, focus groups and surveys.
Direct Observations
There are so many ways to observe buying behaviors and much of this is already done
within the stores currently. Direct observation is a great way to gather more information from
many different areas. “The main advantage of observation research is that it accurately describes
1
WGU C212 MARKETING VTT2 TASK 1 LATEST VERSION
C212 Marketing
VTT2 Task 1: Starbucks New Services and Marketing in Canada
By Christina Counts
Western Governors University
College of Business
, STARBUCKS NEW SERVICES AND MARKETING 2
A1. New Products and Services for Proposal
Starbucks is known for their coffee, many different hand-crafted drinks and especially
their holiday drinks and red cups. They are dominant in the coffee market in the United States
and in many areas around the world. However, in Canada, there are 2 items that could give them
the edge over Tim Hortons.
Many know Starbucks offers a secret kid’s menu that varies depending on the area you
are ordering. One of the items will specifically be an addition for the kid’s menu in Canada. The
new item would be a team up with the makers of the Canadian Maple Leaf cookie, Jackman’s.
Maple Leaf Cookie frap and Latte (caffeine free) will be geared towards children, but will also
be offered in a grande, for the drinking pleasure of adults as well.
The second new item is a spin-off of a food that you can find all over Canada, poutine. A
Maple Bacon Poutine wrap is a great addition for the Canadian menu. The sandwich will be
comprised of maple bacon, hash browns, white cheddar cheese curds and beef gravy wrapped in
a tortilla. Since poutine is already such a big item, it would be an intriguing and delicious item
for current and new Starbucks customers to try and love.
A1a. Identify the need in the existing global market for the two new services
When making the determination of offering these items on a global scale, research should
be conducted to ensure marketability to the target market. To verify the need in Canada for these
items, the company will use direct observation, focus groups and surveys.
Direct Observations
There are so many ways to observe buying behaviors and much of this is already done
within the stores currently. Direct observation is a great way to gather more information from
many different areas. “The main advantage of observation research is that it accurately describes
