Starbucks Marketing Action Plan

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Essay #: 060966
Total text length is 13,180 characters (approximately 9.1 pages).

Excerpts from the Paper

The beginning:
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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