Marketing Management

Running head: MARKETING MANAGEMENT
Marketing management
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1MARKETING MANAGEMENT
Executive summary
The objective of this report is to discuss about the different major customer personas of
Starbucks and it is identified that different customers are having different sets of expectations
and requirements. Hence, it is a challenging situation for Starbucks to meet these diverse sets of
global scenario. On the basis of the identified customer personas, the seven elements of the
marketing mix are discussed and evaluated. It is seen in this report that the existing strategy of
Starbucks is not effective for enhancing their existing market share. In this case, it is
recommended that new customer segments should be targeted and market penetration strategy
should be initiated.

2MARKETING MANAGEMENT
Table of Contents
Introduction......................................................................................................................................3
Background..................................................................................................................................3
Determination of the customer personas.........................................................................................4
Marketing mix recommendations....................................................................................................7
Product.........................................................................................................................................7
Price.............................................................................................................................................8
Promotion....................................................................................................................................9
Place...........................................................................................................................................10
Process.......................................................................................................................................11
Physical evidence.......................................................................................................................11
People........................................................................................................................................12
Conclusion.....................................................................................................................................12
Reference.......................................................................................................................................14

3MARKETING MANAGEMENT
Introduction
The contemporary business state of affairs are challenging as well as opportunities for the
business entities. In addition, there are different trends of the customers also to be faced.
However, in this case, it is important to first determine the personas of the target market
customers and initiate the marketing strategies accordingly. Starbucks is a large scale business
entity operating across the world and thus they are having different customer personas (Lemon &
Verhoef, 2016). This report will identify each of the major customer personas of Starbucks. In
accordance to the identified personas, seven elements of the marketing mix will be discussed and
strategies will be recommended. These marketing mix elements will be beneficial for Starbucks
in ensuring their long term business viability.
Background
Starbucks is one of the leading coffee chains in the world based in the United States.
They are founded in 1971 and currently they are having more than 30000 stores across the world.
In the initial stage, Starbucks started their business with different varieties of coffee from their
chains and later on added products are also being offered. This includes ice creams, sizzlers and
sandwiches. Thus, it should be noted that with the increase in the diversity of the offered
products of Starbucks, their target customer base also got diversified with catering to different
taste and preference pattern of the customers. In the recent time, there are number of new
competitors entered in the global coffee chain industry and posing challenges for Starbucks.
Some of the competitors also gained international brand identity whole some others are
competing with Starbucks at the local levels in different markets (Bookman, 2013). In this case,
it is important for Starbucks to review their existing business strategies and amend according to