Starbucks Marketing Action Plan Introduction This marketing action plan lays out a methodology for conducting a marketing audit for Starbucks. The marketing audit consists of five steps: Define the problem Develop the research plan Collect relevant data Develop findings Take marketing actions Further, the marketing audit answers four questions in each of its steps: What type of information and data needs to be reviewed? What types of analysis should be performed? When will the audit be done? Are there any perceived challenges in completing the work? These steps and questions will guide the remainder of the marketing audit. Problem Definition The problem is that the Starbucks Corporation (‘Starbucks’) is experiencing a marked crisis. From...The end:
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