SWOT Analysis and Marketing Techniques

This assignment is based on marketing research and provides an overview of the marketing process. It identifies and evaluates key techniques and factors that impact marketing. The document includes references to relevant studies and publications in the field of marketing.

Introduction to Marketing

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1 Describe how marketing techniques are used to market products in two organisations.......1
P2 Describe the limitations and constraints of marketing...........................................................2
TASK 2............................................................................................................................................3
P3 How a selected organisation uses marketing research to contribute to the development.....3
P4 Use marketing research for marketing planning ...................................................................4
TASK 3............................................................................................................................................6
P5 Explain how and why groups of customers are targeted for selected products.....................6
TASK 4............................................................................................................................................6
P6 Develop a coherent marketing mix for a new product or service..........................................6
CONCLUSION................................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
In the modern time period, marketing is very important for any kind of business because
with the help of marketing easy to promote new products and goods of company, by which
enhance awareness of new services and offers in external market place. Marketing is a
systematic process it includes many activities for effectively managing them should be
implement management system in working environment (Palmer, 2012). This research project
will be discussing about different marketing techniques and major factors which can be
impacting on marketing process that may be negative and positive in nature. Starbucks is one of
leading coffee house in UK, which is focusing on promotional tools and techniques.
TASK 1
P1 Describe how marketing techniques are used to market products in two organisations
Marketing is the procedure of assembling the provisions and needs of consumers. A large
number of businesses nowadays are having competition towards producing the maximum
proceeds as there are numerous contestants in the business world. Marketing methods are the
methods which a business would accomplish to enlarge its efficiency and transactions.
Starbucks and Nintendo are two dissimilar companies and will be assessing regarding
the marketing methods which they perform to magnetize more consumers to enlarge their sales.
Starbucks Starbucks the leading coffee house in the globe with over 20,000 stores internationally
(Molesworth, Scullion and Nixon, 2010). Starbucks launched their first store in USA by three
business associates and they were encouraged by another coffee industrialist who vends premium
coffee beans as well as utensils. Starbucks vends chilly and scorching drinks, sandwiches, pies
and nibbles. Starbucks mostly object consumers are both men and women which are aged from
20-45 years.
Starbucks Marketing Techniques
Branding- It is the procedure which is incorporated in building an exceptional identity
and representation for the commodities in the consumers’ brains. Starbucks utilize branding to
convene their object consumers. Such consumers can simply distinguish what a Starbucks coffee
house acts like because the symbol of Starbucks can be observed hence branding is a helpful
1

advantage to convene their marketing purposes for example market infiltration and elevating the
customers’ consciousness.
Brand expansion- Brand expansion is a method of initiating a fresh product by utilizing
an active brand identity on a fresh product in a dissimilar group. Starbucks exercise to vend just
coffee stuff however they enlarged their businesses by captivating the danger of making new
goods for example making acrobats and mugs. It prepared Starbucks to enlarge more of their
production for the reason that brand expansion has assisted them in assembling their marketing
purposes (McKenzie-Mohr, 2011).
Relationship Marketing- These are the marketing actions which are besieged at
expanding and managing continuing relations with an enormous amount of consumers. Starbucks
utilizes relationship marketing to construct continuing associations with consumers.
Nintendo is a flourishing organization concerning gaming production industry moreover
it was established by Fusajiro Yamauchi plus the identity of the business applied to be
acknowledged as Nintendo Koppai pending they accepted the identity Nintendo. He established
his companies on 23rd September 1889 in Japan through playing cards as their foremost creation
as well as these playing cards were made by hands. Nintendo’s playing cards rapidly achieve
reputation and they had to employ supporters to remain in the command of the consumers.
P2 Describe the limitations and constraints of marketing
Sales of Goods Act 1979 Trade Descriptions Act 1968 Consumer Credit Act 2006 Data
Protection Act 1968 Voluntary constraints Direct Marketing Association (DMA) Pressure groups
and consumerism Acceptable language Sales of goods act 1979 The sales of goods act needs
sellers to trade goods that are as they advertised and described. The good or service has to be of
satisfactory quality (Louviere and et.al., 2013). Effectively meaning that for an organisation like
micro-soft, the goods and services must be described precisely when promoted because the
company needs to be able to prove that the product can do what they say. Trading Regulations
2008 This act enables clients to equal treatment from businesses they deal with. Within this act,
businesses can’t use fear to sell their products. Businesses can’t lie to promote products for
example ‘closing down sale’ when they are going to stay open after them sale. So blackberry
can’t advertise their products with features that they don’t have The latest Blackberry boasts the
best resolution screen of its kind, which then had to be varied and researched by an independent
organisation to see it the statement, was true.
2

Consumer Credit Acts 2006 These acts apply to businesses that offer goods or services
on credit or companies that lend money to consumers. To be in this category, businesses must be
licensed by the Office of Fair Trading (OFT), this would handle and include the method of
calculating APR and the form and content of the agreement (Gummesson and Mele, 2010).
Consumer Protection (Distance Selling) Regulations 2000 Distance selling is where
there is no face-to-face contact between the customer and the business. Businesses are required
to provide clear information so that customers can make an informed decision about their
purchases. The information that the business is required give includes the business and the goods
or services they are selling as well as the payment arrangements and delivery arrangements.
They must also state the consumers’ right to cancel their orders where appropriate.
Data Protection Acts 1998 The Data Protection Act is designed to protect customers
from unfair use of their personal information. This act affects any business that keeps a database
of customer information. The customer information must be obtained fairly and lawfully and
used only for the purpose stated during collection. It must be accurate and kept up to date and
must not be kept longer than necessary (Brown and Cave, 2010). Also, the data is protected from
transfer to an area outside the European Economic Area unless adequate protection exists for that
data in the area.
TASK 2
P3 How a selected organisation uses marketing research to contribute to the development
A market is any place where buyers and sellers meet to trade products it could be a high
street shop or a web site. Any business in a marketplace is likely to be in competition with other
firms offering similar products.
Qualitative Data: Qualitative data is data that can only be written in words, not numbers.
Examples of this include eye colour, hair colour, type of products and other response related
questions. An advantage of qualitative data is that it is relatively easy to understand and is
visually impactful. However, a disadvantage of qualitative data is that the data is less valuable
and the results can be biased.
Quantitative Data: Quantitative data is data that can be written in numbers. Examples of
this include size, weight and other numerical responses. An advantage of using quantitative data
3

is that the data is more precise and valuable. However, a disadvantage of quantitative data is that
it is expensive and time consuming and the numbers can give a false perception of precision.
Primary Research: Primary research is original research conducted by employer to
collect data specifically for employer current objective. Employer might conduct a survey, run an
interview or a focus group, observe behaviour, or do an experiment. They are going to be the
person who obtains this raw data directly and it will be collected specifically for employment
current research need. This research can produce either qualitative or quantitative results, which
means that you are likely to come up with a range of responses (Buttery and et.al., 2011).
Secondary Research: Secondary research involves searching for existing data that was
originally collected by someone else. They might look in journals, libraries, or go to online
sources like the UK census. Employer will apply what you find to your personal research
problem, but the data you are finding was not originally collected, nor was it obtained for the
purpose you are using it for.
P4 Use marketing research for marketing planning
Illustration 1: SWOT Analysis of Starbucks
(Source: SWOT Analysis: Theory, 2016)
Starbucks Coffee’s SWOT analysis shows that the company’s strengths far outweigh its
weaknesses. However, this SWOT analysis also points to major threats that could prevent the
success of new Starbucks cafés in markets outside the United States.
4

Starbucks Coffee’s Strengths (Internal Strategic Factors): This component of the SWOT
analysis model deals with the internal factor of business or organizational strengths (Laroche,
2010). Starbucks Coffee’s main strengths are:
1. Strong brand image
2. Extensive global supply chain
3. Diversified business through subsidiaries
Starbucks has one of the world’s strongest and most popular brands. The company also
has a growing population of loyal customers who prefer Starbucks based on quality and the
brand. In addition, the company has a global network of suppliers. The firm has also acquired
businesses as subsidiaries, such as Ethos Water, Seattle’s Best Coffee, and Teavana. This part of
the SWOT analysis shows that Starbucks is resilient through diversification and a global supply
chain.
Starbucks Coffee’s Weaknesses (Internal Strategic Factors): This dimension of the
SWOT analysis model indicates internal factors like inadequacies that present challenges to
business development. Starbucks Coffee’s main weaknesses are:
1. Higher price points
2. Generalized standards for most products
3. Imitable products
Opportunities for Starbucks (External Strategic Factors): This component of the SWOT
analysis model focuses on external factors that a firm can use to grow its business. Starbucks
Coffee’s main opportunities are:
1. Expansion in Asia, the Middle East, and Africa
2. Diversification of product mix
3. Partnerships or alliances with other firms
Threats Facing Starbucks (External Strategic Factors): In this aspect of the SWOT
analysis model, the focus is on external factors that could reduce business performance
(Chandon, Laurent and Valette-Florence, 2016). The main threats to Starbucks Coffee’s business
are:
1. Competition from low-cost coffee sellers
2. Imitation
3. Independent coffee house movements
5

TASK 3
P5 Explain how and why groups of customers are targeted for selected products
It is important to know who the key parts are in this process the customer and the
consumer. They are quite similar, and are often used interchangeably, but there is a significant
difference between the two (Block and et.al., 2011). Customers are the ones who buy the
products, whereas consumers are the ones that use them, this can often be the same person, but in
some cases, the customer will not always be the consumer. The difference between the customer
and consumer, impacts how you market your product, so your marketing efforts should target the
end user as opposed to the buyer.
Market Segmentation
A segment orientated marketing approach enables decisions about intensity of marketing
approaches for particular segments and is the primary basis for developing targeted and effective
marketing plans. There are a range of advantages for both the consumer and the business:
Better serving customers needs and wants: The business can market certain products,
specially tailored to the customer needs. Some businesses will do this through separating their
products into categories, and advertise them to the age group, or lifestyle they are suitable for.
Higher products: Businesses can develop premium segments in which customers accept
a higher price level. These segments could feature additional services extra products, exclusive
points of sale, and product variations. Employer could also add personal features to the product
to make it more valuable and attractive (Engelland, 2014).
TASK 4
P6 Develop a coherent marketing mix for a new product or service.
A marketing mix deals with the way a business uses the ‘Four P’s’ known as price,
product, place and promotion. It is used to market and sell the business’s product. The reason it
is called a mix is because each element affects the other and overall must be suitable to the target
market.
 Price refers to how much the customer would pay for the product/service.
 Place refers to how the product/service is distributed to the customer.
6

 Product refers to the product/service itself that the customer would purchase.
 Promotion refers to how the product is marketed to persuade customers to purchase it
(Fader and Winer, 2012).
CONCLUSION
As per above mention this research report is based on marketing there has been explained
some major techniques of marketing process and major factors which affecting on it. It is very
essential to identify and evaluate them with the help of new and innovative ideas. Marketing
procedure assists to enchaining awareness of new company's products and goods. It helps to
developed production and profit level of firm.
7

REFERENCES
Books and Journals
Block, L. G., and et.al., 2011. From nutrients to nurturance: A conceptual introduction to food
well-being. Journal of Public Policy & Marketing. 30(1). pp.5-13.
Brown, K. G. and Cave, J., 2010. Island tourism: marketing culture and heritage–editorial
introduction to the special issue. International Journal of Culture, Tourism and
Hospitality Research .4(2). pp.87-95.
Buttery, J.P., and et.al., 2011. Intussusception following rotavirus vaccine administration: post-
marketing surveillance in the National Immunization Program in Australia. Vaccine.
29(16). pp.3061-3066.
Chandon, J. L., Laurent, G. and Valette-Florence, P., 2016. Pursuing the concept of luxury:
Introduction to the JBR Special Issue on “Luxury Marketing from Tradition to
Innovation”. Journal of Business Research. 69(1) pp.299-303.
Engelland, B. T., 2014. Religion, humanism, marketing, and the consumption of socially
responsible products, services, and ideas: Introduction to a special topic section. Journal
of Business Research. 67(2). pp.1-4.
Fader, P. S. and Winer, R. S., 2012. Introduction to the special issue on the emergence and
impact of user-generated content. Marketing Science. 31(3). pp.369-371.
Gummesson, E. and Mele, C., 2010. Marketing as value co-creation through network interaction
and resource integration. Journal of Business Market Management. 4(4). pp.181-198.
Laroche, M., 2010. Advances in internet consumer behavior and marketing strategy:
Introduction to the special issue. Journal of Business Research. 63(9). pp.1015-1017.
Louviere, J.,and et.al., 2013. An introduction to the application of (case 1) best–worst scaling in
marketing research. International Journal of Research in Marketing. 30(3). pp.292-303.
McKenzie-Mohr, D., 2011. Fostering sustainable behavior: An introduction to community-
based social marketing. New society publishers.
Molesworth, M., Scullion, R. and Nixon, E. eds., 2010. The marketisation of higher education.
Routledge.
Palmer, A., 2012. Introduction to marketing: theory and practice. Oxford University Press.
8

Online
Introduction to B2B inbound Marketing, 2015. [Online]. Available through:
<https://www.blendb2b.com/introduction-to-b2b-inbound-marketing>. [Accessed on
19th July 2017].
9