Starbucks Business Analysis
Added on 2020-06-06
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THE UNDERSTANDINGAND MARKETINGEVENT1
Table of ContentsTHE UNDERSTANDING AND MARKETING EVENT..............................................................1INTRODUCTION...........................................................................................................................31........................................................................................................................................................3Define special event and classified..............................................................................................32........................................................................................................................................................4SWOT analysis............................................................................................................................43........................................................................................................................................................6(a) Role of the marketing mix and includes specific example Starbucks event, promotionalactivities and target audience.......................................................................................................6(b) Marketing strategies and resources that used by Starbucks ..................................................8CONCLUSION................................................................................................................................9REFERENCES..............................................................................................................................102
INTRODUCTIONMarketing and event considered as important function and operation in business. Theyare defined as processes that assist to meet with goals and objectives (Getz and Page, 2016).They are useful to build strong relationship with customer and employees so that effective resultscan be ascertain. In this context, present report is based on Starbucks which is the largest cafe inUK market. It has various branches in 84 locations almost 3500 cafes. High quality of productsand services are determined in the organisation. It includes strategic planning, projectmanagement, risk assessment and meeting design. 1.Define special event and classifiedEvent can be defined as assembly of public for special purposes such as celebration,education and marketing. In Starbucks, event determined for enhancing customer base throughmarketing of new product and services in systematic way (Taj and Mousavidin, 2015). There areseveral ways which define event in business environment:Mega event: Mega event can be defines as unique one time nature that is related with specificplace for the effective purpose. For example, Olympic games in Athens in 2004. This mega eventtake place in a country Germany and hosted the world cup in soccer. It can be distinctive frombig event. Further, there are number of participants also related to event that participates to seeabout things. Further, mega event also includes political decision-making and strategies of thegovernment (Jones, 2014). In Starbucks mega event determines to intended to communicate forcoffee. Local event: Local event determines at local environment and generates long term economic,social and cultural benefits within the business. In this aspect, organisation target to local peopleto accomplish their goals and objectives in successful aspect. Hence, target audience primarilyfocuses by the local market (Hopkin, 2017). Product: In order to attract more customers the management will focus on diverse factorsthat focuses on overall development. In this, number of games will be organised forattracting more and more customers. Price: In this, pricing of tickets of sporting event will be high because it suits the targetcustomers. High income people are mainly attracted towards such kind of events. 3
Place: Tickets will be sold at the booking points so that customers can have easyconvince. By having a proper reference of customer needs the place will be framed. Promotion: Use of different methods will be taken into account such as advertising,newspaper ads, etc. Physical evidence: In stadiums the physical evidences can be presented to the customersso that better outcome can be attained. People: Employees will have better existence in the event because without having anykind of employee participation the objective can be accomplished. Process: Overall ticketing procedure will be conducted with a consideration of standards.It will include overall process significance for sustainability. 2.SWOT analysisStarbucks is recognizing in global market so that they have to concentrate on theirfunctions and operations that assists to meet with goals and objectives. There are so manystrategies through they can easily enter in new places (Rushton, Croucher and Baker, 2014). Inorder to determine operation in international market, they have to look their strength, weakness,opportunities and threats. It can be explaining in the following manner:Strength:The main strength of the Starbucks is high financial performances that create positiveimpact on customers. It is also assists to capture whole market through diversify businessand enhance operations in successful manner.The company is valued through its key strength which assists to develop profitability andperformances in new areas (Lee, Kim and Koo, 2016). In respect to compare position,Starbucks has effective results in market.Products and services of the chosen business is qualitative which is another importantstrength. WeaknessesThe selected company depend on its suppliers that are belonged from different countries.It is the main weakness of Starbucks due to it suffers to attract new and potentialcustomers.4
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