Network Sup

In: Other Topics

Submitted By jwaugh
Words 1770
Pages 8
Running Head: STARBUCKS DELIVERY

Starbucks Delivery Public Relations Campaign
Anderson, J., McBride, T., Sandoval, M., & Waugh, J.
University of Phoenix
MKT/438 Public Relations
Candice Steelman
Starbucks Delivery Public Relations Campaign
Introduction
In such a competitive world it’s often crucial for a business to offer new services or products to keep the customer coming back. Starbucks is no different from any other business in the same industry. The need to to keep the market fresh is always there. Starbucks will introduce a new service of home or business deliver of there products. Before this product is introduced in the marketplace, areas such as business goals, public relations (PR) issues, use of SMART, identifying the targeted market, other publics that must be identified, ethical implications related to the PR issues, and a complete market research plan must be completed. With all these above areas identified and completed the chances of the new services success rate will go up.
Business Goals
After opening the first store in 1971, Starbucks Coffee Company has grown from a local Seattle market coffee and tea shop into an international phenomenon with more than 11,000 stores in all 50 of the United States and more than 4,400 in 43 other countries. Starbucks (2008) mission is “to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow” (Mission Statement, para. 3). Starbucks recently launched the Shared Planet concept to underscore Starbucks’ focus both as an organization and as an environmental partner. This launch defined four primary business goals for Starbucks: serving high-quality coffee, promoting responsible growing practices, reducing an environmental footprint, and giving back to the community (Starbucks, 2008). These business goals highlight the…...

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