n anticipate.c. Promotional StrategyFor the Starbucks On the Go promotion, special fliers with coupons should be distributed in stores as well as mailed to houses in the area. For the first few weeks, a complementary cookie or small pastry of some sort should be given to each customer when they present the coupon. Given time, it is likely that Starbucks On the Go will promote itself through the Starbucks name as well as the word of mouth through customers.d. Pricing StrategyPrices for the items sold through Starbucks On the Go will be consistent with those at the stores. If there are fluctuations in the prices, sales, or promotions at the Starbucks retail stores, it will be reflected at Starbucks On the Go. Our purpose is to provide the same pricing in addition to the quality and service as the retail stores with the added convenience of a drive thru.IV. Competitor AnalysisThe top three competitors of Starbucks are AFC Enterprises, Diedrich Coffee, and New World. A smaller, but more direct, competitor is Caffino Drive Thru Expresso Bars.AFC Enterprises owns or franchises more than 3,100 restaurants worldwide as well as the Cinnabon chain about 550 retail bakeries. AFC also owns Seattle Coffee, whose Seattle's Best Coffee (SBC) and Torrefazione Italia subsidiaries operate a coffee roasting and wholesale business and some 180 SBC coffee houses and 20 Torrefazione cafes in 18 states and eight foreign countries.Diedrich Coffee has coffee lovers shaking with satisfaction at 370 coffeehouses in 37 US states and 11 other countries. The company is the nation's #2 coffeehouse spot (behind Starbucks); it operates under the Diedrich Coffee, Gloria Jean's, Coffee People, and Coffee Plantation brands. Besides cappuccino, latte, and other Italian-style beverages, Diedrich offers food items, whole bean coffees, and coffee accessories. Diedrich buys coffee beans from brokers and growers for roasting at its own facilities. Its wholesale division sells...
