Marketing Mix of Starbucks and Costa

Marketing
Understanding

Contents
INTRODUCTION...........................................................................................................................3
PART A...........................................................................................................................................3
Concept of marketing, including current and future trends....................................................3
Overview of different marketing processes............................................................................4
Explanation and analysis of the role and responsibilities of a marketing manager in the context
of the organisation..................................................................................................................4
Value and importance of marketing role in the context of organisation................................5
Evaluation of the key elements of marketing function and how it interrelates with other
functional departments of the organisation............................................................................6
CONCLUSION................................................................................................................................7
PART B............................................................................................................................................8
Background of the company...................................................................................................8
Marketing mix of STARBUCKS and COSTA......................................................................8
Strategic marketing plan.........................................................................................................8
CONCLUSION................................................................................................................................9

INTRODUCTION
Marketing is an important tool in the modern business organization as it include
understanding of marketplace, developing profitable relations, demand of consumers, provide
quality among customers and driven market strategy. It is important for an organization to
conduct marketing activities so that they can aware large number of people about its offerings
that impact positively on its sales as well as profitability (Cork and Eddy, 2017). For the present
report, Starbucks is taken into consideration. It is an American multinational chain of roastery
reserves and coffee houses that headquartered in Washington. The company was established in
year 1971 and at present it operates in more than 30,000 locations which shows it has high
market presence and share as well. The report is divided into 2 parts, In the first part there is a
description about concept of marketing along with current and future trends. In addition to this, it
overview different marketing procedure. Moreover, analysis of roles and responsibilities of
marketing manager along with the importance of marketing role is elaborated. Furthermore, there
is evaluation of marketing function and how it relates to other functional department of
company. In the second part, there is a comparison of two companies with the help of marketing
mix. Along with this, strategic plan is developed that help in attaining objectives of an
organization timely and effectively.
PART A
Concept of marketing, including current and future trends
Marketing is defined as collection of activities that is undertaken by an organization to relate
profitability to its market. In addition to this, it help businesses to reach and develop relationship
with customers which has a positive influence on profitability and growth of a company.
In context to current trends in marketing, one of the trend is social marketing that is used
by an organization within objective to generate customer satisfaction and enhanced sales.
Another trend is relationship marketing, it is the procedure of developing long term trusting with
customers, suppliers and dealers (Deepak and Jeyakumar, 2019). This help company to maintain
its brand image level and performance in an effective manner.

In context to future trends in marketing, digital marketing is one of the trend which is used
by companies in order to communicate, provide and reach customers rapidly. In addition to this,
prioritize customer or providing them products as well as services as per the requirements can be
the future trend of marketing. This will help company to retain and satisfy its customer which in
turn impact positively on future sales and performance level.
Overview of different marketing processes
Marketing concept is categorized into five major aspects that depict the core of marketing.
The marketing process in context to respective organization is given below:
Production concept: it is mainly based on the perception of consumer and assume that
consumers are inclined towards the project which is easily available to them in reasonable prices.
Product concept: Here in, customer choose those product that provide value for money,
quality as well as innovative approach. In addition to this, such concept assumes that consumers
can be retained by the product as well as services which is beneficial for them.
Selling concept: It is analyzed that mind set of consumers attracts by promotions that tends
to emphasize on products as well as services that are aggressively promoted at marketplace.
Marketing concept: This concept elaborates the needs of focus over target consumers for
the delivery of goods and service (Ekici and Toksoz, 2021). Along with this, it is important for a
business entity to deliver effective value of goods and services to customer in order to maintain
its brand value as well as enhance its market share. Moreover, it is analyze that if brand value is
improved then customers will automatically select the brand over the competition at
marketplace.
Societal concept: This concept mainly emphasizes over requirements and needs of target
consumer. In addition to this, it aims that customer will prefer brand over the contemporaries
prevailing at market place.
Explanation and analysis of the role and responsibilities of a marketing manager in the context of
the organisation.
Identification of customers requirement: It is important for an organization to identify its
customers requirement as it is one of the main reason of an organizational growth and success.
The marketing department conduct market research in order to analyze customer requirements
and market trends that help in development of products accordingly (Eletxigerra, Barrutia and
Echebarria, 2018). In relation to Starbucks, its marketing manager conduct research and offer