Marketing Analysis and Strategies of Starbucks
Added on 2020-10-04
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UnderstandingMarketing and Events
Table of ContentsINTRODUCTION...........................................................................................................................1TASK 1............................................................................................................................................1Special events..............................................................................................................................1TASK 2............................................................................................................................................2SWOT analyses...........................................................................................................................2TASK 3............................................................................................................................................3Role of marketing mix.................................................................................................................3TASK 4............................................................................................................................................4Marketing strategy of Starbucks..................................................................................................4Creating marketing strategy.........................................................................................................4Monitoring and control................................................................................................................5Other marketing strategies...........................................................................................................5CONCLUSION................................................................................................................................5REFERENCES................................................................................................................................7
INTRODUCTIONMarketing events are acting as a principal vehicle for brands which connects theorganisation with clients in direct way. Most of organisation are using event marketing conceptas a promotional strategy which involves face-to-face contact among customers and companies(Nicholls, 2012). Present report is based on Starbucks which is largest beverages company isworld. The manager of this are trying to represent their coffee “second wave coffee” which itselfdistinguish from other venues in terms of taste, quality or customer experience. The aim of thiscompany is to create culture warmth and belongings, where everyone is welcome and to deliverbest quality of services to their customers. In this, marketing strategies of company is discussedalong with this; role of marketing mix. Further, SWOT of company has been analysing with theirscope and impact on their competitors. TASK 1Special eventsSpecial event is defined as any occasion where large number of people are broughttogether to participate in activities or to watch. Events are helpful for organisation in making newstrategies or target new customers to beat their competitors in competitive market. There arecountless types of events which are demanded by customers on frequently basis and these are;Conferences – These are considered as very popular and important business events. It isresponsibility of employee to conduct this conference where different types of people aregathering together to discuss plans of organisation in order to increase the sale of company.Seminars – This event can also be conducted by Starbucks to provide training toemployees and manager about their work. In today’s information-saturated marketplace, thereare many employees who are expected to gain new information quickly. Meetings – This is a common event in business where board of directors are discussingabout their operational and financial strategies (Khoo and Engelhorn, 2011). In this groupdiscussion is done basically to achieve the aim of organisation. Team building event – This event is used by leaders to motivate and encourage team inorder to work properly. These events are done for building a trust, relationship with employees,increase productivity. 1
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