Introduction to Business and Management on Starbucks

This presentation provides an introduction to the business and management aspects of Starbucks. It discusses the marketing functions and their importance in the company. The presentation also explores the marketing mix and various marketing activities of Starbucks. Recommendations are provided for enhancing marketing efforts. References are included for further reading.

Introduction to Business and Management
on Starbucks

Starbucks is a very well established firm which operates its workings at more
than 30,000 locations all over the globe. It is headquartered in Seattle,
Washington where it had its very first shop. It currently acquires a large market
share within its home country and all the other overseas states.
Introduction to the business

The business organisation which has been taken for the consideration of the
marketing functions is the Starbucks. It is a well renowned firm famous for
its coffee and other edible products. The company offers all the products and
services in a very simple manner. Starbucks provide the best among all
qualities for within its products although they charge accordingly to them.
The major success of this organisation within the market place owes to the
marketing efforts undertaken by the company.
Justification for choice of function

Continue....
Starbucks has a wide range of operations that demands for the effective functions to
be performed by the management. The detailed study of all the aspects of
marketing and its functions will provide an effective course of action for the
efficient policies and procedures of marketing.

Marketing as a function
The marketing within the Starbucks is an integral function that is responsible
for all the aspects which arises after the production process in the organisation.
The marketing is widely practised with in the confines of Starbucks. This
function can be represented in terms of the effective result which a company get
after the efficient practice and performance of this function.

Continue...
The functions of marketing are none other different than HR, production, front
office etc. Marketing is classified in multiple sections in the organisation. These
sections have various channels for the effective growth and performance of the
organisational operations. Such channels involves the media, interaction,
products, customer relations and advertisements.

Continue....
The function of marketing is comprised of all those activities that interrelates
with sales, advertisements and brand relations in the market. The marketing
function within Starbucks are used for the effective growth of the business by
implementing all the necessary principles of marketing management.

These principles are generally act as the guidance to the manager about how to
perform the given task and identifying the suitable approach for the same. Thus
all the functions of marketing helps in promotion of the brand as well as of the
product.
Continue...

In Starbucks the marketing functions are majorly used for building up of strong
brand and customer connections, to get the highest number of interactions with
the potential customer and to monitor the internal as well as external factors of
organisation that impacts on its business. These certain activities helps in to
enhance the profitability and to increase the brand value of Starbucks.
Continue...

The essential of marketing functions are can be understood in the form of
marketing mix that is encompassed with 7 major P of the marketing in relation to
Starbucks.
Product- the product range within Starbucks is vary from fast food dishes,
coffees and all types of beverages and snacks.
Model to discuss the Marketing functions in Starbucks

Place- the place is determined as the selling location, Starbucks sell its products
on more than 30000 physical stores and on various types of online serving
platforms along with its own site and user friendly app.
Continue...

Price – The price of all the products and services provided within the confines
of Starbucks is premium. This price is determined on the overall cost with a
handsome addition of profits.
Continue...

Promotion – Starbucks is the well reputed organization within its field and it
believes in the simplicity with high qualities, it uses the social media and print
media for the effective promotion of its upcoming events and products.
Continue...

Process – Starbucks follows the set pattern of all the procedures within the
organization such as the production process, distribution process etc. The
manufacturing process takes place in an eco friendly manner.
Continue...

Promotion – Starbucks is the well reputed organization within its field and it
believes in the simplicity with high qualities, it uses the social media and print
media for the effective promotion of its upcoming events and products.
Continue...

People – Starbucks effectively manage its human resources under the proper
guidelines of government regulations of employees act. The employees are
provided with training and development sessions to enrich their knowledge base
and skills.
Continue...

Physical evidences - the physical evidences of Starbucks have their significant
approach towards each and every stakeholder. Ranging from a leaf let or menu
to its serving cup every evidence within organization leaves a distinctive
remark.
Continue...

Telemarketing- the telemarketing of Starbucks is not so varied but much
impactful and strong in terms of building the effective relation ships with
existing customer.
Marketing activities of Starbucks

Personal Selling - The personal selling is the most strongest part of the
marketing function within Starbucks, it emphasizes on creating a remarkable
impression at the time of sales by personal interaction.
Marketing activities of Starbucks

Public Relations – It is the duty and responsibility of marketing manager to
help in building favorable public relations of the Starbucks with respective
market base. The effective public relations of Starbucks helps in to create its
followers and fans into the potential customers.
Marketing activities of Starbucks

After Sales – The after sales procedure of Starbucks is quite effective and
efficient in terms of maintaining great affairs with existing and previous
customers. Organization uses certain measures such as offers and
complimentary treats to its post purchasers, with a view to engage them in re
purchasing and interacting with the brand.
Marketing activities of Starbucks

It is determined that marketing is the most crucial function of Starbucks and has been
the primary reason behind the growth and development of company at global scale. By
way of executing effective marketing activities, the concerned organization is able to
gain the attention of large number of person at a single point of time. Besides this, it is
recommended that Starbucks can tap advantage of social media and digital marketing
in a better manner to enhance its existent level of profits and sales.
Assessment of effectiveness of function in business and
recommendations

 Shahid, M.Z. and Li, G., 2019. Impact of Artificial Intelligence in Marketing: A Perspective of
Marketing Professionals of Pakistan. Global Journal of Management And Business Research.
 Gesualdi, M., 2019. Revisiting the relationship between public relations and marketing: Encroachment
and social media. Public Relations Review.
 Shirdastian, H. and et. al., 2019. Using big data analytics to study brand authenticity sentiments: The
case of Starbucks on Twitter. International Journal of Information Management, 48, pp.291-307.
References