07 Aug STARBUCKS Complete strategic marketing plan for your selected business which is Starbucks from wk2 . The data analysis part of the plan is about analyzing the marketing data that a
STARBUCKS
Complete strategic marketing plan for your selected business which is Starbucks from wk2 . The data analysis part of the plan is about analyzing the marketing data that are available, including internal, secondary, primary, and customer relationship management (CRM) data. You will also need to identify sources for each type of data.
Under each area include 3-6 elements:
Internal Data
Secondary Data
Primary Data
Customer Relationship Management
Please do not duplicate sources, as you should provide at least 3 different ones for each area.
MKT/574 v1
Strategic Marketing Plan
MKT/574 v1
Page 2 of 2
Strategic Marketing Plan
Part B: Marketing Data Analysis
(Due in Wk 4)
Internal Data
Evaluate internal sources of information available to you inside the organization and what information you will receive from each source. Identify 3-6 sources of internal data. Insert or remove rows as needed.
|
Source |
What it Measures |
Data |
Potential Usage |
|
Example: Sales data |
Monthly sales by specific product |
Average sales that month in US dollars for each of 10 products. Data can be segmented by business and consumer markets. |
Can be used for trend analysis, projections, and to measure effectiveness of promotions. |
Secondary Data
Evaluate secondary data sources and the specific information you need from each source. Insert or remove rows as needed.
|
Source |
What it Measures |
Data |
Potential Usage |
|
Example: U.S. Census Bureau |
Income over the last 4 years by family structure |
Household structures with the highest income capacity |
Market Share Analysis Customer Segments |
Primary Data
Evaluate primary data needs to create and evaluate the marketing plan. Insert or remove rows as needed.
|
Source |
What it Measures |
Data |
Potential Usage |
|
Example: Focus group |
Product usage, motives, identify group level satisfaction, decision process, etc. |
Qualitative |
Identify different reactions of market segments to product. Identify marketing opportunities, product/service flaws and opportunities |
Customer Relationship Management
Establish customer touchpoints and develop appropriate CRM events for customer acquisition, retention, and profitability. Insert or remove rows as needed.
|
CRM Touchpoint |
Purpose & CRM Objective |
Data |
Potential Data Usage |
|
Example: Customer profile information on website |
Starts the account for visitors: name, geography, email address (Customer acquisition) |
Presale: geographic location; customer id, source of reference Email address Post sales: address, product purchased, quantity, price. |
Track new and returning customer counts, total period purchases by customer ID, geographic sales data. Can be used for loyalty rewards, retention, and targeted marketing. |
Copyright 2020 by University of Phoenix. All rights reserved.
Copyright 2020 by University of Phoenix. All rights reserved.
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