WGU C212 Task 1 |Latest Update with Complete
Solution
Marketing C212
Western Governors University
February 5, 2025
Introduction
Starbucks..is..always..looking..for..new..ideas..to..stay..ahead..of..the..market..trend..and..stay..a
head..of..its..competition...Star..Bucks..enjoys..leading..through..the..coffee..industry..and..is..constantl
y..expanding..their..product..line..to..keep..their..customers..engaged...Throughout..today's..market..cu
stomers..are..demanding..more..plant-
based..options,..and..personalized..experiences,..and..Starbucks..has..the..best..opportunity..to..deliver..
.This..plan..lays..out..two..new..exciting..offerings...A..plant..based..instant..coffee,..and..an..AI..powere
d..personalized..ordering..app..which..will..allow..Starbucks..to..stand..out,..drive..customer..loyalty,..a
nd..keep..evolving..with..the..latest..trends...We..will..look..at..the..ways..that..these..products..fit..into..t
he..company's..strategy,..risks,..and..the..best..ways..that..they..can..be..marketed.
Proposal..for..Starbucks..Global..Strategic..Marketing..Plan
A.. . New..Products..and..Services
Starbucks..can..introduce..the..following..two..following..new..offerings..to..the..global..market.
• Starbucks..Plant..Based..Instant..Coffee..Line:..This..is..a..new..product..offering..whi
ch..consists..of..a..new..line..of..instant..coffee..featuring..plant-
based..milk..powders..like..Oat,..Coconut,..and..Almond..mixed..with..Starbucks..premi
, um..coffee.
• Starbucks..AI..Powered..Personalized..Ordering..App:..This..would..be..a..mobile..app..th
at..leverages..artificial..intelligence..to..suggest..customized..drinks..based..on..previous..ord
ers,..preference,..and..dietary..restrictions.
a. Methods..to..Determine..Market..Need
The..first..method..that..can..be..used..to..determine..the..market..need..is..by..conducting..mark
et..research..reports...Market..research..reports..can..be..conducted..by..analyzing..the..global..coffee..c
onsumption..trends,..that..highlight..the..increasing..demand..for..plant-
based..alternatives..and..convenience..products...The..second..way..is..to..conduct..consumer..surveys..
and..focus..groups...This..can..be..done..by..conducting..research..throughout..key..global..markets..conf
irming..consumer..interest..in..both..plant-
based..alternatives..and..convenience..products...Lastly,..a..competitor..analysis..can..be..conducted...T
his..can..be..done..by..reviewing..the..competitor's..success..with..plant-
based,..and..technology..driven..ordering..solutions,..and..identifying..the..gaps..that..Starbucks..will..b
e..able..to..fill.
b. Starbucks..will..develop..a..competitive..advantage..by..offering..new..products...They..will..ga
in..a..competitive..advantage..through..product..differentiation,..catering..to..health..conscious
..and..tech..savvy..consumers..while..improving..market..presence,..and..brand..loyalty.
c. Risks..and..Mitigation..Strategies
A..risk..that..Starbucks..faces..is..supply..chain..disruptions,..but..they..can..still..be..mitigated...
They..can..be..mitigated..by..forming..strong..relationships..with..suppliers..and..ensuring..that..they..p
artner..with..multiple..suppliers..and..using..regional..production..hubs...Another..risk..that..Starbucks..
faces..is..consumer..adoption..barriers,..however..this..can..be..mitigated..by..having..marketing..camp
aigns..and..in-
store..trials..that..encourage..customers..to..embrace..the..plant..based..instant..coffee..and..AI..powered..
Solution
Marketing C212
Western Governors University
February 5, 2025
Introduction
Starbucks..is..always..looking..for..new..ideas..to..stay..ahead..of..the..market..trend..and..stay..a
head..of..its..competition...Star..Bucks..enjoys..leading..through..the..coffee..industry..and..is..constantl
y..expanding..their..product..line..to..keep..their..customers..engaged...Throughout..today's..market..cu
stomers..are..demanding..more..plant-
based..options,..and..personalized..experiences,..and..Starbucks..has..the..best..opportunity..to..deliver..
.This..plan..lays..out..two..new..exciting..offerings...A..plant..based..instant..coffee,..and..an..AI..powere
d..personalized..ordering..app..which..will..allow..Starbucks..to..stand..out,..drive..customer..loyalty,..a
nd..keep..evolving..with..the..latest..trends...We..will..look..at..the..ways..that..these..products..fit..into..t
he..company's..strategy,..risks,..and..the..best..ways..that..they..can..be..marketed.
Proposal..for..Starbucks..Global..Strategic..Marketing..Plan
A.. . New..Products..and..Services
Starbucks..can..introduce..the..following..two..following..new..offerings..to..the..global..market.
• Starbucks..Plant..Based..Instant..Coffee..Line:..This..is..a..new..product..offering..whi
ch..consists..of..a..new..line..of..instant..coffee..featuring..plant-
based..milk..powders..like..Oat,..Coconut,..and..Almond..mixed..with..Starbucks..premi
, um..coffee.
• Starbucks..AI..Powered..Personalized..Ordering..App:..This..would..be..a..mobile..app..th
at..leverages..artificial..intelligence..to..suggest..customized..drinks..based..on..previous..ord
ers,..preference,..and..dietary..restrictions.
a. Methods..to..Determine..Market..Need
The..first..method..that..can..be..used..to..determine..the..market..need..is..by..conducting..mark
et..research..reports...Market..research..reports..can..be..conducted..by..analyzing..the..global..coffee..c
onsumption..trends,..that..highlight..the..increasing..demand..for..plant-
based..alternatives..and..convenience..products...The..second..way..is..to..conduct..consumer..surveys..
and..focus..groups...This..can..be..done..by..conducting..research..throughout..key..global..markets..conf
irming..consumer..interest..in..both..plant-
based..alternatives..and..convenience..products...Lastly,..a..competitor..analysis..can..be..conducted...T
his..can..be..done..by..reviewing..the..competitor's..success..with..plant-
based,..and..technology..driven..ordering..solutions,..and..identifying..the..gaps..that..Starbucks..will..b
e..able..to..fill.
b. Starbucks..will..develop..a..competitive..advantage..by..offering..new..products...They..will..ga
in..a..competitive..advantage..through..product..differentiation,..catering..to..health..conscious
..and..tech..savvy..consumers..while..improving..market..presence,..and..brand..loyalty.
c. Risks..and..Mitigation..Strategies
A..risk..that..Starbucks..faces..is..supply..chain..disruptions,..but..they..can..still..be..mitigated...
They..can..be..mitigated..by..forming..strong..relationships..with..suppliers..and..ensuring..that..they..p
artner..with..multiple..suppliers..and..using..regional..production..hubs...Another..risk..that..Starbucks..
faces..is..consumer..adoption..barriers,..however..this..can..be..mitigated..by..having..marketing..camp
aigns..and..in-
store..trials..that..encourage..customers..to..embrace..the..plant..based..instant..coffee..and..AI..powered..
