Starbucks Evolution Of The Companys Marketing Plan

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Starbucks. Evolution of the Company's Marketing Plan

Author : Fotini Mastroianni
Publisher : GRIN Verlag
ISBN 13 : 3668353387
Total Pages : 19 pages
Book Rating : 4.6/5 (683 download)

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Book Synopsis Starbucks. Evolution of the Company's Marketing Plan by : Fotini Mastroianni

Download or read book Starbucks. Evolution of the Company's Marketing Plan written by Fotini Mastroianni and published by GRIN Verlag. This book was released on 2016-11-29 with total page 19 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2010 in the subject Business economics - Offline Marketing and Online Marketing, , course: Marketing, language: English, abstract: Starbucks is known for the qualitative variety of its products, the exclusive and friendly environment, the helpful and very polite personnel, the information and training on the products and the participation of management in building relationships with customers. Starbucks offers more than 16 blends and types of coffee made of coffee beans Arabica, a large variety of beverages prepared instantly, teas, freshly baked pastries, chocolates, savoury delicacies, sandwiches, salads, etc. Also, at Starbucks a customer can buy coffee specialty products such as coffee machines espresso, coffee grinding machines, mugs and other items related to coffee and tea and CDs, which are original proposal gifts. Despite this wide array of products, Starbucks founder Howard Schultz, in February 2007, decided to close 600 Starbucks stores. This paper examines several reasons that may be advanced for the company's decline, concluding that it would not have happened if Starbucks had stayed in their original form of combining the exclusive cafe with the friendly atmosphere and staff, and above all, good quality coffee. The paper then goes on to explore the changes that the company has made in its marketing strategy since the decline in 2007 as well as the risks and potential benefits from competition, such as best practice examples of marketing in other countries, specifically in Greece.

Marketing Strategy of 'Starbucks Coffe'

Author : Khanh Pham-Gia
Publisher : GRIN Verlag
ISBN 13 : 3640380932
Total Pages : 57 pages
Book Rating : 4.6/5 (43 download)

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Book Synopsis Marketing Strategy of 'Starbucks Coffe' by : Khanh Pham-Gia

Download or read book Marketing Strategy of 'Starbucks Coffe' written by Khanh Pham-Gia and published by GRIN Verlag. This book was released on 2009-07 with total page 57 pages. Available in PDF, EPUB and Kindle. Book excerpt: Research Paper (undergraduate) from the year 2008 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 1,0, University of applied sciences, Munich, language: English, abstract: Starbucks is the world leader in the premium coffee market and has an amazing success story. In this study the key factors for the successes of Starbucks are analyzed. The distribution strategy of Starbucks, e.g. through coffee stores, grocery markets, and new retail channels, is investigated. Additionally, problems of the rapid expansion of Starbucks in national and international markets and their solutions are discussed. Starbucks sells not only its coffee; it sells the "Starbucks' experience". The company is successful to convey its vision to the customers. It can convince customers paying more for high-quality products and a new life style. Starbucks reached its goal to establish and leverage its powerhouse premium brand through rapid expansion of retail operations, introduction of new products and store concepts, as well as development of new distribution channels. Starbucks has revolutionized the coffee business. The main marketing strategy is to represent Starbucks' store as a "third place" between work and home. The company could increase the market share in existing markets and open stores in new markets rapidly. Additionally, Starbucks always tries to expand its products portfolio. The company cooperates and takes alliances with other companies to develop and distribute new products. As the result, Starbucks has developed from a local coffee bean roaster and retailer in the US to a multinational coffee and coffeehouse chain with more than 14,000 stores in 42 countries. The rapid expansion of Starbucks leads unfortunately to some serious problems. The company has to fight with the commoditization of Starbucks' brand because of a series of decisions which are necessary for the rapid business growth. Getting back to the s

Differentiation as the key to success. A marketing plan for Starbucks

Author : Katharina Reinhard
Publisher : GRIN Verlag
ISBN 13 : 3668176728
Total Pages : 55 pages
Book Rating : 4.6/5 (681 download)

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Book Synopsis Differentiation as the key to success. A marketing plan for Starbucks by : Katharina Reinhard

Download or read book Differentiation as the key to success. A marketing plan for Starbucks written by Katharina Reinhard and published by GRIN Verlag. This book was released on 2016-03-17 with total page 55 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,3, University of King Juan Carlos, language: English, abstract: The present paper develops a marketing plan for Starbucks. The author begins this task by performing a marketing analysis including a Porters Five Forces-analysis of the retail coffee and snacks industry. He then proceeds with an external and internal analysis, examining competitors and social, economic and environmental trends as well as the companies own resources and current position. Following a SWOT-Analysis, different aspects of strategic and operational marketing are highlighted, among them the product itself, price, place, promotion, targeting and segmentation. Finally, implementation and control of the strategy are discussed and a conclusion is drawn.

The Starbucks Company. Success Strategy And Expansion Problems

Author : Christian Mangold
Publisher : GRIN Verlag
ISBN 13 : 364077373X
Total Pages : 11 pages
Book Rating : 4.6/5 (47 download)

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Book Synopsis The Starbucks Company. Success Strategy And Expansion Problems by : Christian Mangold

Download or read book The Starbucks Company. Success Strategy And Expansion Problems written by Christian Mangold and published by GRIN Verlag. This book was released on 2010-12-09 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2010 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Applied Sciences Wernigerode, language: English, abstract: Starbucks’ CEO, Howard Schultz, asks an interesting question: “What would happen if one takes the high-quality coffee from Starbucks and connects it with the charm and atmosphere of European cafés? Starting from this idea, the company developed in a unique way. Starbucks is now the world leader in the premium coffee market with 128,898 employees in more than 17,000 locations and a revenue of US $ 9.77 billion. Starbucks has revolutionized the coffee business. Its main marketing strategy is to present the Starbucks store as a “third place” between work and home. Starbucks has expended rapidly abroad, but there were and are some cultural differences through which Starbucks has problems. I will try to analyze these problems and demonstrate solutions.

Marketing Mix of Starbucks

Author : Kathl Morgenstern
Publisher : GRIN Verlag
ISBN 13 : 364060248X
Total Pages : 12 pages
Book Rating : 4.6/5 (46 download)

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Book Synopsis Marketing Mix of Starbucks by : Kathl Morgenstern

Download or read book Marketing Mix of Starbucks written by Kathl Morgenstern and published by GRIN Verlag. This book was released on 2010-04-23 with total page 12 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2009 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.6, Justus-Liebig-University Giessen, language: English, abstract: Ever since the first Starbucks store in Seattle was opened, the company has shown an amazing growth and development. With over 15,000 stores all over the world, Starbucks is one of the leading coffee shops. This assessment will give an overview of the history of Starbucks showing the quick growth of the company and highlighting major management decisions that have been made during the years. Furthermore it will show the variety of products and take a look at the operation of Starbucks on the basis of the Marketing Mix. The paper will close with a summary and a conclusion.

Starbucks Strategy

Author : Joseph Katie
Publisher :
ISBN 13 : 9783656400912
Total Pages : 16 pages
Book Rating : 4.4/5 (9 download)

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Book Synopsis Starbucks Strategy by : Joseph Katie

Download or read book Starbucks Strategy written by Joseph Katie and published by . This book was released on 2013-08 with total page 16 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: A, University of Portsmouth, language: English, abstract: The role of Strategy Management is the study of managing the process in order to produce goods and services. Independently of whether we are talking about small business or corporate, managing strategy remains vital in order for the enterprise to function effectively. Production industry would of course consist of much more complicated process of managing strategy, because it involves design and creation of the product, its development, followed by distribution and coordinating several product lines if applies. One of the very important parts of the strategy management is effectiveness and efficiency of the production process, that's means time, cost and quality, those are very important for operational management. Starbucks created cautiously with growers in Africa, South and Central America, and Asia-Pacific regions to assure the superior of its product. Starbucks connected all employees' "partners" and shaped harder to alternation them with the abilities all-important to best serve the customer. The environment at Starbucks was crafted afterwards the European-style espresso bar. Since the starting of Starbucks principle, the business strives for achievement through expanded development and market share. In 1956, Starbucks's first shopping centre was opened in 1960, the string of connections of 212 business shops, supplementing another 144 shops in 1964 (Goetz Sutton 2007). This development tendency set with Starbucks Company accomplishes the name of market foremost in the retail nourishment commerce in the United Kingdom in 1995. 1990 was assessed by Starbucks increase spectacularly, inserting a broad variety of markets, encompassing new geographic markets and new markets. Armstrong (2003) devotes the next charts display the Starbucks in distinct geographical

Pour Your Heart Into It

Author : Howard Schultz
Publisher : Hachette Books
ISBN 13 : 1401304923
Total Pages : 249 pages
Book Rating : 4.4/5 (13 download)

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Book Synopsis Pour Your Heart Into It by : Howard Schultz

Download or read book Pour Your Heart Into It written by Howard Schultz and published by Hachette Books. This book was released on 2012-05-22 with total page 249 pages. Available in PDF, EPUB and Kindle. Book excerpt: In Pour Your Heart Into It, former CEO and now chairman emeritus Howard Schultz illustrates the principles that have shaped the Starbucks phenomenon, sharing the wisdom he has gained from his quest to make great coffee part of the American experience. The success of Starbucks Coffee Company is one of the most amazing business stories in decades. What started as a single store on Seattle's waterfront has grown into the largest coffee chain on the planet. Just as remarkable as this incredible growth is the fact that Starbucks has managed to maintain its renowned commitment to product excellence and employee satisfaction. Marketers, managers, and aspiring entrepreneurs will discover how to turn passion into profit in this definitive chronicle of the company that "has changed everything... from our tastes to our language to the face of Main Street" (Fortune).

Starbucked

Author : Taylor Clark
Publisher : Little, Brown
ISBN 13 : 0316026174
Total Pages : 254 pages
Book Rating : 4.3/5 (16 download)

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Book Synopsis Starbucked by : Taylor Clark

Download or read book Starbucked written by Taylor Clark and published by Little, Brown. This book was released on 2007-11-05 with total page 254 pages. Available in PDF, EPUB and Kindle. Book excerpt: Starbucked will be the first book to explore the incredible rise of the Starbucks Corporation and the caffeine-crazy culture that fueled its success. Part Fast Food Nation, part Bobos in Paradise, Starbucked combines investigative heft with witty cultural observation in telling the story of how the coffeehouse movement changed our everyday lives, from our evolving neighborhoods and workplaces to the ways we shop, socialize, and self-medicate. In Starbucked, Taylor Clark provides an objective, meticulously reported look at the volatile issues like gentrification and fair trade that distress activists and coffee zealots alike. Through a cast of characters that includes coffee-wild hippies, business sharks, slackers, Hollywood trendsetters and more, Starbucked explores how America transformed into a nation of coffee gourmets in only a few years, how Starbucks manipulates psyches and social habits to snare loyal customers, and why many of the things we think we know about the coffee commodity chain are false.

Starbucks Market Plan

Author : Mutinda Jackson
Publisher : GRIN Verlag
ISBN 13 : 366873819X
Total Pages : 13 pages
Book Rating : 4.6/5 (687 download)

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Book Synopsis Starbucks Market Plan by : Mutinda Jackson

Download or read book Starbucks Market Plan written by Mutinda Jackson and published by GRIN Verlag. This book was released on 2018-06-28 with total page 13 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2017 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1.0, Mount Kenya University, language: English, abstract: Starbucks is the biggest coffee and fast food company in the world. The organisation has outlets in various location in the worlds. With the ever-changing coffee market, this marketing plan is designed to propel Starbucks into the realisation of its missions and objectives. The main aim of this market plan is to ensure that our product gluten-free sandwiches are the most sort after sandwiching in the world and our brand is considered to be the best. To realise this objective, Starbucks has to ensure that it continues to grow by opening more outlets and improving the quality and taste of the gluten sandwich.

Starbucks International Strategy

Author : Christine Nyandat
Publisher : GRIN Verlag
ISBN 13 : 3346043517
Total Pages : 8 pages
Book Rating : 4.3/5 (46 download)

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Book Synopsis Starbucks International Strategy by : Christine Nyandat

Download or read book Starbucks International Strategy written by Christine Nyandat and published by GRIN Verlag. This book was released on 2019-10-24 with total page 8 pages. Available in PDF, EPUB and Kindle. Book excerpt: Academic Paper from the year 2019 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, University of Phoenix, language: English, abstract: The internationalization strategy of Starbucks involves using three approaches which are wholly owned subsidiaries, joint ventures, and licensing. The licensing procedure is used when Starbucks wants quick expansion in a particular country. Starbucks uses a joint venture strategy in order to initiate its business practices to the local market. Wholly owned subsidiaries technique is used when Starbucks has the market knowledge of the market it’s operating in, for example, the U.S and Canada market. Starbucks has adopted a multi-domestic company approach in its internationalization strategy. Multi-domestic companies are characterized as having essential ties with local communities. This MNC type is an independent sub-unit from the headquarters and other subsidiaries. Starbucks marketing and sales strategies are unique in each market it operates in. Besides, it embraces products as to local preferences and tastes by providing products in various markets.

The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary

Author : Joseph Michelli
Publisher : McGraw Hill Professional
ISBN 13 : 9780071709781
Total Pages : 208 pages
Book Rating : 4.7/5 (97 download)

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Book Synopsis The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary by : Joseph Michelli

Download or read book The Starbucks Experience: 5 Principles for Turning Ordinary Into Extraordinary written by Joseph Michelli and published by McGraw Hill Professional. This book was released on 2006-10-05 with total page 208 pages. Available in PDF, EPUB and Kindle. Book excerpt: WAKE UP AND SMELL THE SUCCESS! You already know the Starbucks story. Since 1992, its stock has risen a staggering 5,000 percent! The genius of Starbucks success lies in its ability to create personalized customer experiences, stimulate business growth, generate profits, energize employees, and secure customer loyalty-all at the same time. The Starbucks Experience contains a robust blend of home-brewed ingenuity and people-driven philosophies that have made Starbucks one of the world's "most admired" companies, according to Fortune magazine. With unique access to Starbucks personnel and resources, Joseph Michelli discovered that the success of Starbucks is driven by the people who work there-the "partners"-and the special experience they create for each customer. Michelli reveals how you can follow the Starbucks way to Reach out to entire communities Listen to individual workers and consumers Seize growth opportunities in every market Custom-design a truly satisfying experience that benefits everyone involved Filled with real-life insider stories, eye-opening anecdotes, and solid step-by-step strategies, this fascinating book takes you deep inside one of the most talked-about companies in the world today. For anyone who wants to learn from the best-and be the best-The Starbucks Experience is a rich, heady brew of unforgettable user-friendly ideas.

Marketing Strategy Case Studies: The Starbucks Experience

Author :
Publisher :
ISBN 13 :
Total Pages : pages
Book Rating : 4.:/5 (118 download)

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Book Synopsis Marketing Strategy Case Studies: The Starbucks Experience by :

Download or read book Marketing Strategy Case Studies: The Starbucks Experience written by and published by . This book was released on 2016 with total page pages. Available in PDF, EPUB and Kindle. Book excerpt: Key Topics Marketing Strategy Retailing Corporate Social Responsibility Globalisation Starbucks is the essential success story of the American capitalist dream. From humble beginnings in 1971 as a Seattle coffee store, it's become a multinational with over 21,000 outlets in 63 countries. Its brand is universally known. How did they do it? Starbucks' success owes a lot to the vision of its guiding light, CEO Howard Schultz, who preaches an almost evangelical brand of caring capitalism, at the same time focusing relentlessly on the customer experience. Acquisition, brand-stretching, social media, and new channel development have all played a part. They put a lot of stress on caring for their staff and the in-store atmosphere. They want customers to feel it's their Starbucks. Good Citizen? CEO Howard Schultz talks about creating a philosophically different business but is it really? Critics point to low pay and scheduling pressures for staff, tax avoidance and, above all, the pittance developing world farmers receive for the coffee beans.

Hospitality and Tourism Marketing

Author : Robert Ebo Hinson
Publisher : CRC Press
ISBN 13 : 1040009921
Total Pages : 263 pages
Book Rating : 4.0/5 (4 download)

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Book Synopsis Hospitality and Tourism Marketing by : Robert Ebo Hinson

Download or read book Hospitality and Tourism Marketing written by Robert Ebo Hinson and published by CRC Press. This book was released on 2024-04-05 with total page 263 pages. Available in PDF, EPUB and Kindle. Book excerpt: Hospitality and Tourism Marketing: Building Customer Driven Hospitality and Tourism Organizations is an absolutely crucial book in light of the world post COVID-19. Following the pandemic, big hotel chains like the Accor Group and Marriot closed outlets, but post COVID-19, the global hospitality and tourism sector is bouncing back. In bouncing back though, the pandemic brought to the fore the absolute need for high levels of customer centricity in a world that was gripped by fear. This new Hospitality and Tourism (H&T) Marketing book takes a customer-oriented approach to discussing marketing discipline in the global H&T sector. With chapters spanning topics like service characteristics of hospitality and tourism marketing, people management strategies for service businesses, consumer behaviour, designing and building brands, electronic marketing, internet marketing, database marketing, and direct marketing and relationship marketing, this book has the right balance of technology and consumer-oriented topics to provide the right balance for tourism marketing practitioners post pandemic.

Marketing Management

Author : Philip Kotler
Publisher : Pearson UK
ISBN 13 : 1292248467
Total Pages : 1199 pages
Book Rating : 4.2/5 (922 download)

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Book Synopsis Marketing Management by : Philip Kotler

Download or read book Marketing Management written by Philip Kotler and published by Pearson UK. This book was released on 2019-07-12 with total page 1199 pages. Available in PDF, EPUB and Kindle. Book excerpt: The classic Marketing Management is an undisputed global best-seller – an encyclopedia of marketing considered by many as the authoritative book on the subject.

Fundamentals of Marketing

Author : Dr.T.Selvam
Publisher : Leilani Katie Publication
ISBN 13 : 8197059446
Total Pages : 279 pages
Book Rating : 4.1/5 (97 download)

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Book Synopsis Fundamentals of Marketing by : Dr.T.Selvam

Download or read book Fundamentals of Marketing written by Dr.T.Selvam and published by Leilani Katie Publication. This book was released on 2024-03-06 with total page 279 pages. Available in PDF, EPUB and Kindle. Book excerpt: Dr.T.Selvam, Assistant Professor, Department of Commerce, Srinivasan College of Arts and Science, Perambalur, Tamil Nadu, India. Dr.P.Anandhan, Assistant Professor, Department of Management Studies, Srinivasan College of Arts and Science, Perambalur, Tamil Nadu, India. Mr.M.Narendar Ram, Assistant Professor, Department of Commerce, Srinivasan College of Arts and Science, Perambalur, Tamil Nadu, India.

How Starbucks uses the marketing mix to achieve competitive advantages in the UK

Author :
Publisher : GRIN Verlag
ISBN 13 : 3656853894
Total Pages : 50 pages
Book Rating : 4.6/5 (568 download)

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Book Synopsis How Starbucks uses the marketing mix to achieve competitive advantages in the UK by :

Download or read book How Starbucks uses the marketing mix to achieve competitive advantages in the UK written by and published by GRIN Verlag. This book was released on 2014-12-04 with total page 50 pages. Available in PDF, EPUB and Kindle. Book excerpt: Seminar paper from the year 2012 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,0, Ashcroft International Business School Cambridge (Anglia Ruskin University), language: English, abstract: The aim of this paper is to analyse the way in which each element of Starbucks’ marketing mix contributes to achieve sustainable competitive advantage in the UK market. In order to identify critical success factors, marketing elements will be examined and contrasted to competitors’ approaches. Ever since the first coffee houses were opened in the late fourteen hundreds, they have been a gathering place for people to socialise and discuss business. Today, the possibilities of how and where to enjoy a cup of coffee are plentiful and Starbucks aims to set itself apart from other coffee houses by creating an experience around coffee, which caters to people’s lifestyles. As a supplier of high-quality coffee, Starbucks has become one of the most recognised brands worldwide. The company’s approach to doing business and its impressive success story set it apart from other companies and make it an interesting case for analysing retail marketing strategies.

The Marketing Plan Handbook, 6th Edition

Author : Alexander Chernev
Publisher : Cerebellum Press
ISBN 13 :
Total Pages : 265 pages
Book Rating : 4./5 ( download)

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Book Synopsis The Marketing Plan Handbook, 6th Edition by : Alexander Chernev

Download or read book The Marketing Plan Handbook, 6th Edition written by Alexander Chernev and published by Cerebellum Press. This book was released on 2020-02-15 with total page 265 pages. Available in PDF, EPUB and Kindle. Book excerpt: The Marketing Plan Handbook presents a streamlined approach to writing succinct and meaningful marketing plans. By offering a comprehensive, step-by-step method for crafting a strategically viable marketing plan, this book provides the relevant information in a concise and straight-to-the-point manner. It outlines the basic principles of writing a marketing plan and presents an overarching framework that encompasses the plan’s essential components. A distinct characteristic of this book is its emphasis on marketing as a value-creation process. Because it incorporates the three aspects of value management—managing customer value, managing collaborator value, and managing company value—the marketing plan outlined in this book is relevant not only for business-to-consumer scenarios but for business-to-business scenarios as well. This integration of business-to-consumer and business-to-business planning into a single framework is essential for ensuring success in today’s networked marketplace. The marketing plan outlined in this book builds on the view of marketing as a central business discipline that defines the key aspects of a company’s business model. This view of marketing is reflected in the book’s cross-functional approach to strategic business planning. The Marketing Plan Handbook offers an integrative approach to writing a marketing plan that incorporates the relevant technological, financial, organizational, and operational aspects of the business. This approach leads to a marketing plan that is pertinent not only for marketers but for the entire organization. The Marketing Plan Handbook can benefit managers in all types of organizations. For startups and companies considering bringing new products to the market, this book outlines a process for developing a marketing plan to launch a new offering. For established companies with existing portfolios of products, this book presents a structured approach to developing an action plan to manage their offerings and product lines. Whether it is applied to a small business seeking to formalize the planning process, a startup seeking venture-capital financing, a fast-growth company considering an initial public offering, or a large multinational corporation, the framework outlined in this book can help streamline the marketing planning process and translate it into an actionable strategic document that informs business decisions and helps avoid costly missteps.