Starbucks Marketing and Special Events
Added on 2020-03-07
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Understanding marketing & event1
Table of ContentsIntroduction.................................................................................................................................................3Classification of Special events...................................................................................................................3SWOT analysis............................................................................................................................................4Role of the marketing mix 4P’s/7P’s...........................................................................................................5Marketing Strategies....................................................................................................................................7Conclusion...................................................................................................................................................8References...................................................................................................................................................92
IntroductionMarketing events work as the source for brands which can help businesses associate with the customers in a relevant as well as direct way. With rapid changes in society, marketing and event management have also undergone some changes in terms of the invention of visual technology and communication. Consequently, the idea of using festivals and occasions as a wayto associate modern technology with event marketing has also improved. The nature of events has modified to match with the development of the society, (Zarantonello, and Schmitt, 2013). Starbucks is one of the largest coffee chains, in the world; since its inception in 1971, it has comea long way to register its presence in more than 50 countries at present. Therefore, in the subsequent sections of the discussion, the focus will be on the special events along with the new and advanced ways of promoting brands with better marketing strategies that Starbucks can apply.Classification of Special eventsMost authors consider special events is one of the best marketing techniques. According to (Warnick et.al 2017), one of the highlights of a well organised special event is that it not only implants strong positive memories in public, it also creates opportunities for the management. Event management may differ in various perspectives of managing a business unit in other industries to handle the unexpected situations. Special events are the events which possess some fascinating factors combined into them, which may attract the audience. The subject of special events has been the studied by various authors, so there is a distinction in its definition which may vary from one author to another.Marketing event is the significant activity that can be categorised to a greater extent depending upon its benefits to a community. According to (Babin, and Zikmund, 2015), “this event involvescorporate events which help the business to promote its product and services in a wider form”. This event can be classified into four different groups:Organizational events 3
Personal eventsLeisure eventsCultural eventsStarbucks is a renowned organisation, so with various activities and special events, they can promote their products and services to wider audiences. Different occasions or festivals can serve as a better opportunity for event and marketing of the organisation (Getz, and Page, 2016).SWOT analysisSWOT analysis is a valuable tool for understanding the special events of organisations. It also proves to be useful in the decision-making process for all type of business and helps to understand both the positive and negative aspects of event marketing strategies. By the support of SWOT analysis, one can not only prepare a framework for reviewing the position, direction, the strategy of the organisation but also the event, product, and project. Here, conducting the SWOT analysis of the marketing and events will help to analyze the main scope and impact of Starbucks’ marketing in relation to its main competitors (Sims, et.al 2017). Strengthso Increased participation o Economy scale and efforto Target audience is wide in range o Brand become popular among everyoneWeaknessoPlanning and preparation are requiredoMore workers and volunteers are necessaryoMassive investment is neededoIt may only attract the youthOpportunitiesoGrabbing the attention of customers via television, press and radiooDifferentiation of new themesoInteraction with new and wider audienceThreatsO Lack of planning and Management o Negative turn out o Unfavorable weathero Any other event by any competitors known to target audiencesFigure: 14
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