Marketing Report: Starbucks, Nintendo, and Customer Targeting Analysis

This report provides a comprehensive overview of marketing principles and their practical application. It begins with an introduction to marketing, defining its core elements and significance. The report then delves into specific marketing techniques used by organizations like Starbucks and Nintendo, examining branding, brand extension, and growth strategies. It also explores the limitations and constraints of marketing, considering factors such as consumer protection and relevant legislation. Furthermore, the report highlights the role of marketing research in developing marketing plans, differentiating between market and marketing research. The report also analyzes how organizations target specific customer groups, emphasizing the distinction between customers and consumers. Finally, it discusses the development of a coherent marketing mix for a new product or service, providing a holistic understanding of marketing strategies and their implementation.

INTRODUCTION TO MARKETING

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
P1- Describe how marketing techniques are used to market products in two organisations......1
P2 - Describe the limitations and constraints of marketing........................................................2
TASK 2............................................................................................................................................3
P3- Describe how a selected organisation uses marketing research to contribute to the
development of its marketing plans............................................................................................3
P4 - Use marketing research for marketing planning..................................................................4
TASK 3............................................................................................................................................5
P5- Explain how and why groups of customers are targeted for selected products....................5
TASK 4............................................................................................................................................6
P6- Develop a coherent marketing mix for a new product or service.........................................6
CONCLUSION ...............................................................................................................................7
REFERENCES................................................................................................................................8

INTRODUCTION
Marketing is the process in which including various elements related to the market that
help to provide goods and services to customers according to their needs and wants. Its help to
provide proper satisfaction to them. When a company produce new product and that want to
launch in the market so have to properly analyse and determine customers requirements then
choose effective method and strategies that help to attract high number of customers towards
their products. Customers are play an vital role in the marketing process. They help to improve
production of the company. STARBUCK'S Ltd sell coffee items and provide services to them.
This company of main target is attract high number of customers (Molesworth Scullion and
Nixon, 2010).
TASK 1
P1- Describe how marketing techniques are used to market products in two organisations
Starbucks

Starbucks is one of the largest coffee house in the world with more than 20,000 stores
globally. Starbucks opened its first store in America by three business partners and they were
inspired by another coffee business person that sells high-quality coffee beans and equipment.
Starbucks sells cold and hot drinks, sandwiches, pastries and snacks. Starbucks mainly target
customers are men and women that is from aged 25-40 because they almost account for half of
their business.
Starbucks Marketing Techniques.
Branding- Branding is the process that is included in making a unique name and image for the
products in the customers’ minds.
Starbucks use branding to meet its target customers. For example, customers can easily recognise
what a Starbucks coffee house looks like because the logo of Starbucks can be seen so branding
is a useful asset to meet its marketing objectives such as market penetration and raising
the customers awareness (Zwick and Cayla, 2011).
Brand Extension- Brand extension is a technique of launching a new product by using an
existing brand name on a new product in a different category. Starbucks used to sell only coffee
products but they expanded their businesses by taking the risk of producing new products such as
making tumblers and mugs. This made Starbucks to expand more of their business products
because brand extension has helped them in meeting their marketing objectives.
Nintendo
Nintendo is a successful organisation in the field of gaming business industry and it was founded
by Fusajiro Yamauchi and the name of the business used to be known as Nintendo Koppai until
they adopted the name Nintendo. He started his business 23rd September 1889in Kyoto, Japan
with playing cards as their first product and the playing cards were
handmade. Nintendo’s playing cards soon gain popularity and they had to hire assistants to keep
in the demand of the customers (Peter and Donnelly, 2011).
Nintendo’s Marketing Strategies
It is a successful business over many years because of the marketing strategies that they did to
keep up with the demand of their customers so that they will retain the trust of their customers.
One of the marketing strategies of Nintendo is the growth strategies and it is divided into four
different categories.

Growth Strategies
It is the strategy that most businesses use to expand their customers’ market for the products of
the company which was developed by Ansoff in 1941. Ansoff’s growth matrix helps most
businesses to plan their products their market
P2 - Describe the limitations and constraints of marketing
All business organisations are work to be success in the field of market and marketing.
But there are always has lots of limitation and constraints of marketing for a marketer. The basic
purpose of formulating the marketing strategy is to effectively allocate and co ordinate marketing
to achieve the business objective for the given product market situation. The basic limitations of
the marketing are like,
a) consumer protection
b) promoting healthy competition
c)environmental protection.
Some major legislation of marketing areas is described. The UK consumer market, the Marks &
Spencer has faces different limitation and constraints. The limitations are generally coming from
the different act, provisions and the organisational policies. UK government, European Union
and the other international voluntary services has made the provisions and codes for operates the
business with maintain the conditions. Marks &Spencer may faces limitation from the
government, customers, EU, competitors and other stakeholders (Woodside, 2010.).
Goods act, 1979: Goods or products are the main limitation as per the act of goods act 1979. The
act was mentioned that are conducted by the parliament of the UK which regulates the
commercial law in respect of goods that are sold and bought. The act is made by the set of
formation of the contract. The contract of sale, capacity to buy and sell, and ascertainment of
price, agreement to sell at valuation, condition and warranty are the core element of this act.
The consumer protection from Unfair Trading Regulations act, 2008: Consumer protection act
is the regulation that is a general duty not to trade unfairly therefore being honest and fair to all
customers. Consumer protection act is mostly practices on price claims, product
information,competitors, and sales methods and as well as sales services. The legislation is
providing the rights of consumer to search, choose and selection of products.

TASK 2
P3- Describe how a selected organisation uses marketing research to contribute to the
development of its marketing plans
Research is an important tool, it helps organisations to discover what is happening in
their marketing environment. There are many examples of organisations failing because they did
not respond to changes in their marketing environment. Organisations need to be proactive and
change in line with their marketing environment (Mentzer and Gundlach, 2010.).
Examples of questions that research aims to answer include
 How are customer needs changing
 Can you meet changing customer needs
 What do customers think about existing products and services
 How are competitors performing?
 Do you need to change because of competitor activity
 How are macro and micro environmental activity influencing your organisation?
There are two types of research, market research and marketing research; A common mistake
made by many students and textbooks is to confuse the difference between the two.
Market Research: Involves researching specific industries or markets. For example researching
the computer industry to discover the number of competitors and their market share is market
research.
Marketing Research: Marketing Research goes further. The aim of marketing research is to find
a solution to a problem or to decide how to use a marketing opportunity. It can involve
researching how to implement the whole marketing process from initial data collection through
to product launch and post launch process. Or it could concentrate on a specific element of
marketing for example how to advertise a product and improve declining sales Marketing
Research can involve researching how to implement the whole marketing process from initial
data collection through to product launch and post launch process. Or it could concentrate on a
specific element of marketing for example how to advertise a product and improve declining
sales (Bhattacharya, 2010).
Strengths Weakness

 The standing and repute of the firm’s
brand name as well as image of the
Starbucks permits the brand recognition
as well as consumer retention.
 Starbucks also has greatly skilled as
well as professional CEOs, and has a
very effective management team which
supports the firm in taking effective and
good decisions.
 The firm has enhanced the price rate
because of the rising cost and expense of
the production, comprising of the cost of
the dairy goods as well as cost of the
rent.
 As Starbucks carries several stores as
well as these are actually located in
close proximities; such clusters of
outlets might even affect the
performance of all the stores .
Opportunities
 Coffee drinking also is very popular in
china amongst the young generation,
particularly those who carry the
overseas education that influences
consumption of coffee.
 The people carrying modern lifestyle of
the Chinese teenagers as well as adults
hold up the propagation of the western
types of the coffee shops. Meeting as
well as discussing business within very
warm plus nicely designed shops for
coffee has become extra popular within
China (Lynch, 2011).
 The income is actually distributed and
this can be a factor the firm now needs
to look at because this also shows ideal
place towards aiming their marketing
otherwise locating their outlets.
Threats
 Global market for coffee is extra
competitive segment. Starbucks is also
facing increase in competition from
overseas competitors. One such
competitor is Canadian chain named as
Blenz Coffee that plans to unlock a
chain of cafes within China where
customers can smoke because at the time
of sitting within the store of Starbucks.
 Starbucks must thoroughly investigate
political constancy of the nations.
Starbucks has taken great care while
determining the firms that would partner
with it when moving into any novel new
market.

P4 - Use marketing research for marketing planning
Marketing planning is a process, it includes various stages which assists to attain decided
goals and objectives as well. Marketing research refers to, find out something new an innovative
things related to the subject. It is a continues procedure, that is assist to increase profit level of
organisation. There will be explained some uses of marketing research in planning that is
following under:
 It helps to increase working performance and involvement of employees.
 Easy to develop revenue and profit level of company.
 Proper utilisation of resources in marketing research process.
 Easy to compete competitors in external marketplace by using effective and attractive
techniques and methods as well.
 This assist to clarify and determine actual position and status of company, by that find out
strengths and weaknesses as well.
TASK 3
P5- Explain how and why groups of customers are targeted for selected products
Company will be using many different goods and services to elucidate in what way
market segmentation operates, along with the various types of object group every single product
has. With the intention to clarify segmentation of market, this is significant to identify who the
most important ingredients are in that procedure; both the customer and the consumer. They are
moderately a like, and are frequently utilized interchangeably; however there is an important
dissimilarity among both. Customers are those who purchase the goods,while consumers are
those which utilize them, it can frequently be the similar person;however in a number of
circumstances, the customer will not constantly be the consumer. Such as, at the same time as the
most important consumer of playthings and games are kids, this is regularly the fathers and
mothers which purchase them (Gummesson and Mele, 2010). The dis similarity among the
customer and consumer influences how you advertise your product;consequently your
advertising attempts must object the customer rather than the purchaser. Play things have to be
exhilarating and charming to Child, for them to inquire their relatives to buy. On the other hand,
if the consumer and customer are identical, for instance subsequently, as well as highlighting

characteristics similar to style and standing,you would have to feature in the worth of the goods
as well as the excellence, which demand to the purchaser in place of just the customer
A segment adjusted marketing plan allows decisions regarding strength of marketing plans for
definite sections as well as is the most important base for expanding objected and effectual
marketing arrangements. The benefits are as follows:
Enhanced serving customers’ requirements and needs: The Company can advertise definite
goods, specially modified to the customer requirements.
Advanced proceeds: Businesses can expand first-class sections wherein customers recognize an
advanced price level (Brown and Cave, 2010).
Opportunities for enlargement: By segmenting markets, businesses can produce their own
‘niche’ goods and consequently magnetize additional customer collections.
Consumer Market Segmentation: A foundation for segmentation is a feature which differs
between collections in a market;however this is reliable inside groups. The best possible
foundation on which to section the market rely on particular circumstances and are frequently
established by market examine, market tendencies as well as managerial decision.
TASK 4
P6- Develop a coherent marketing mix for a new product or service.
A mixture of several ideas and plans followed by a marketing representative to promote
a particular product or brand is called marketing mix. Several concepts and ideas combined
together to formulate final strategies helpful in making a brand popular amongst the masses form
marketing mix.
The elements of marketing mix are often called the four P’s of marketing.
Product: Goods manufactured by organizations for the end-users are called products.
Products can be of two types - Tangible Product and Intangible Product (Services)
An individual can see, touch and feel tangible products as compared to intangible products. A
product in a market place is something which a seller sells to the buyers in exchange of money.
Price: The money which a buyer pays for a product is called as price of the product. The price of
a product is indirectly proportional to its availability in the market. Lesser its availability, more
would be its price and vice a versa (Laroche, 2010).

Place: It refers to the location where the products are available and can be sold or purchased.
Buyers can purchase products either from physical markets or from virtual markets. In a physical
market, buyers and sellers can physically meet and interact with each other whereas in a virtual
market buyers and sellers meet through internet.
Promotion: Promotion refers to the various strategies and ideas implemented by the marketers to
make the end - users aware of their brand. Promotion includes various techniques employed to
promote and make a brand popular amongst the masses (Jansson‐Boyd, 2011).
Lately three more P’s have been added to the marketing mix. They are as follows:
People -The individuals involved in the sale and purchase of products or services come under
people.
Process - Process includes the various mechanisms and procedures which help the product to
finally reach its target market
Physical Evidence - With the help of physical evidence, a marketer tries to communicate the
USP’s and benefits of a product to the end users. (Dief and Font, 2010)
CONCLUSION
As per above this research report, in which explain about the marketing process.
Marketing play an important role to develop business in the effective and systematic manner. Its
help to provide goods and services to customers according to their requirements. In the
marketing including buying and selling process of goods. To manage the marketing process
through the government of the country regulate some rules and regulations. These regulations are
help to provide good quality for products and services to customers and try to give fully
satisfaction to them.

REFERENCES
Books and journals
Bhattacharya, C.B. ed., 2010. Introduction to the special section on stakeholder marketing.
Journal of Public Policy & Marketing, 29(1) pp.1-3.
Brown, K.G. and Cave, J., 2010. Island tourism: marketing culture and heritage–editorial
introduction to the special issue. International Journal of Culture, Tourism and
Hospitality Research, 4(2) pp.87-95.
Dief, M.E. and Font, X., 2010. The determinants of hotels' marketing managers' green marketing
behaviour. Journal of sustainable tourism, 18(2) pp.157-174.
Gummesson, E. and Mele, C., 2010. Marketing as value co-creation through network interaction
and resource integration. Journal of Business Market Management, 4(4) pp.181-198.
Jansson‐Boyd, C.V., 2011. The role of touch in marketing: an introduction to the special issue.
Psychology & Marketing, 28(3) pp.219-221.
Laroche, M., 2010. Advances in internet consumer behavior and marketing strategy: Introduction
to the special issue. Journal of Business Research, 63(9) pp.1015-1017.
Lynch Jr, J.G., 2011. Introduction to the journal of marketing research special interdisciplinary
issue on consumer financial decision making. Journal of Marketing Research, 48(SPL)
pp.Siv-Sviii.
Mentzer, J.T. and Gundlach, G., 2010. Exploring the relationship between marketing and supply
chain management: introduction to the special issue. Journal of the Academy of
Marketing Science, 38(1) pp.1-4.
Molesworth, M., Scullion, R. and Nixon, E. eds., 2010. The marketisation of higher education.
Routledge.
Peter, J.P. and Donnelly, J.H., 2011. Marketing management: knowledge and skills: text,
analysis, cases, plans. Plano Business pub., INC.
Woodside, A.G., 2010. Brand‐consumer storytelling theory and research: Introduction to a
Psychology & Marketing special issue. Psychology & Marketing, 27(6) pp.531-540.
Zwick, D. and Cayla, J., 2011. Inside marketing: Practices, ideologies, devices. Oxford
University Press.

Online:
The marketing process.[Online]. Available through:<http://businesscasestudies.co.uk/mcdonalds-
restaurants/the-marketing-process/introduction.html>. {Accessed on 5th June 2017}