Marketing Management Report and Presentation

Marketing Management Report
and Presentation

Table of Contents
EXECUTIVE SUMMARY.............................................................................................................1
INTRODUCTION...........................................................................................................................1
MAIN BODY...................................................................................................................................2
Different elements of the marketing mix................................................................................2
Customer Based Brand Equity model....................................................................................7
Concept of integrated marketing communications (IMC)....................................................10
How to measure marketing success to improve in the future...............................................12
CONCLUSION..............................................................................................................................14
REFERENCES..............................................................................................................................15

EXECUTIVE SUMMARY
Starbucks Corporation is one of the most famous coffee and coffee house business chain
operates in 28,218 locations worldwide. It is an American coffee company founded in Seattle,
Washington in 1971. The company CEO is Mr. Kevin Johnson and founders are Gordon
Bowker, Jerry Baldwin and Zev Siegl. It is the third largest fast food restaurant chain by number
of locations in the world. There are almost 2,38,000 employees in firm. High quality Arabica
coffee is used by Starbucks for its espresso drinks made with the finest coffee beans in the world.
Different products and services are offered by firm such as coffee beverages, tea, smoothies and
other fast food items. The initial purpose of this report is to provide information of operational
activities and future operations of Starbucks. In addition, different elements of the marketing
mix, concept of integrated marketing communications and measurement of Starbucks marketing
success will be discussed. The main objective of business is to establish Starbucks as the most
effective, respected and recognised brand of coffee in the world.
INTRODUCTION
Marketing management is crucial for every business in order to expand business in a new
country or to launch a product or service. The report will cover an executive summary of
Starbucks corporation. In addition, different elements of the marketing mix and Customer Based
Brand Equity model will be discussed in order to expand market in Nigeria. The report will also
demonstrate concept of integrated marketing communications and how business is able to
measure its marketing success to improve in the future.
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MAIN BODY
Different elements of the marketing mix
Marketing Mix
Marketing mix is a model that helps to take new or existing products or services into a
new market effectively. This will help to describe the market options for Starbucks in terms of
product, price, promotion, people, process, physical evidence and place which help to meet
specific requirements and demand of customers. In simple words, putting the right product in the
right place, at the right price, at the right time (Babin and Zikmund, 2015).
Illustration 1: Marketing Mix 7Ps
(Source: The Marketing Mix 4P’s and 7P’s Explained, 2015 )
A lot of hard work is required to find what customers actually want in a new market of
Nigeria. Marketing mix analysis will help to discover the new markets as well as to produce an
effective and successful marketing strategy. It is a general phrase which is used to define
different ways from which Starbucks is able to bring a product or service in Nigerian market.
The 7Ps of marketing mix are described as below:
Marketing Mix 7Ps Starbucks Nigeria
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