MANAGEMENT: Marketing, Financials, and Leadership Analysis

This MANAGEMENT assignment analyzes various aspects of business and management. It begins with an examination of Starbucks' marketing mix (4Ps), market segmentation, and potential product innovations. The assignment then delves into digital marketing strategies for a management consulting start-up, emphasizing the importance of internet advertising, market segmentation, and transformational leadership. Furthermore, it explores social media policies within organizations, addressing employee conduct and HR responsibilities. Finally, the assignment covers financial considerations for a company, including financial statements, expansion strategies, and break-even analysis. It provides insights into financial planning, cost management, and competitive advantage, making it a comprehensive overview of key management principles and practices.

Running head: MANAGEMENT
Management
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Unit 3 Discussion Topic 1
After reviewing the marketing mix and segmentation of Tim’s coffee shop, Starbucks
is selected as a global company to apply the 4P’s of marketing mix.
Starbucks: 4P’s of marketing mix
Product
Starbucks, a leading coffee brand on an international level, offers the customers with
an amazing and unmatchable experience of food and beverages. Although being a coffee
specialist, they are trying to attract different set of customers with their experiment in the
food items. They categorize their products in the form of roast, format, caffeine and flavor.
Price
Starbucks is a popular brand for selling premium quality of coffee. Therefore, the
prices for the products are justified by considering the high-end technologies and the wide
varieties of coffee aimed at providing the best customer experience. Initially Starbucks
entered the market with low price to reach out to those customers who cannot afford high
priced coffee. They have not only maintained competitive pricing in marketing mix but also
relative pricing strategies to maintain loyal customer base and a superior brand identity
(Huang & Sarigöllü, 2014).
Place
This high- quality coffee brand is located in 70 countries including North America,
Oceania, Africa, Europe, Asia and South America. Most of its outlets among the 5000
licensed ones are situated in USA. It also has a developed website to inform the customer
about the product categories and the price range along with other details. The entire menu is
available on the website as well as the locations, specialty stores, customer benefits, etc.

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Promotion
The company focuses on their brand promotion through different channels such as
online, television, print media and others. Their community programs such as Swastha and
Chai project is an ethical activity for the benefits of the farmers and use of eco- friendly
techniques. Their promotional activity has used the ‘tweet- a- coffee’ campaign, ‘my
Starbucks idea’ feedback system, loyalty programs and gift cards to attract more customers
(Datta, Ailawadi & van Heerde, 2017).
Market segmentation
Starbucks has used market segmentation to identify the target customer from the
public. They have made geographic segmentation in terms of region such as US, Europe, etc.
and targeted the urban density. The demographic segmentation in terms of age and gender is
targeted towards male and female of age group 22- 60. Behavioral segmentation included
loyalty and the benefits such as a place to work, chat and relax. Psychographic segmentation
is done based on social strata and lifestyle (Ryan, 2016).
Discussion 2
After going through chapter 11’s pages 338 to 342, it can be observed that innovation
in the breakfast menu by adding quiches and fruit smoothies will help them to attract more
customers in the store. It will be a good fit for the marketing mix and they should widen the
target market too. They should include more items in the lunch and dinner menu as well
keeping in consideration their opening and closing time. They should include more varieties
in the product sizes, which will cater to the needs of the customers and improve their service
quality in order to retain loyal customers (Ottman, 2017).

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Unit 4 Discussion Topic
After watching the video in the learning activity, it can be mentioned that digital
marketing in the form of internet advertising would be better out of all the marketing
strategies to focus on the consulting business in the local market (Pappas, 2016). As the
management consulting is a start- up business, therefore it can be stated that they will not
have large funds or prior reputation to reach the target market. Therefore, they will display
their services on the internet in various social media platforms and in the company website.
The market segmentation will be done based on demography such as age group, income
level, and occupation and psychography such as attitude, personality and lifestyle. While
implementing the plan and strategies, the products and services of the small businesses will
be considered to find out the ways in which they can benefit the company. The internet
marketing will focus on the unique innovations created by the struggling companies with the
help of the management consultancy (Solomon et al., 2014). This will spread good reputation
about the consultancy as well as the small businesses. This will help in the growth of the
start- up management consultancy with the use of digital marketing. As there are no rival
companies in the community, therefore they have the advantage of getting benefits from the
target market. Improvement in their services will help them to get hold of the potential
customers too.
Leadership is important to convince the marketing team of the management
consultancy firm for implementing the marketing strategy within the firm. In order to do so,
transformational leadership will be best suited for letting the teams do what is actually needed
by the organization (Avolio et al., 2016). This type of leadership style is aimed at initiating
change in the organization; therefore, it will be appropriate in implementing the new
marketing strategies in the organization. It is the responsibility of the transformational leaders
to motivate the team to work hard than it is actually required for better outcomes. More

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challenging expectations are set for the team so that they perform better in attaining the
organizational objectives. It will help the leader to have a dedicated team of followers who
are satisfied with the management of the leader. Moreover, it is a good way to empower and
motivate the team to implement the new marketing strategies. Along with transformational
leadership, expert power can be imposed on the management team to which possesses high
quality (Ojo, Ree & Carretta, 2016). It is a significant factor to influence the team for
working as per the guidance of the leader. The leader, in this case, will use his power of
knowledge to motivate the employees and the skills of the leader are enhanced with time.
This is a credible way of earning respect by the team, which is important for the leader. By
using transformational leadership and expert power in the management consultancy firm, the
teams will be motivated to work in an efficient manner, which will help in the growth and
development of the start- up company.
Unit 5 Discussion
Answer 1
As per the given case, Tim should conduct a one- to- one interaction with the server to
enquire if she is not aware of the social media policy of the company. This is because the
company has a written policy of not to disclose any information about the customer without
their consent (Dreher, 2014). She has violated the policy by mentioning the first and last
name of the customer, which is a breach of confidentiality.
Answer 2
It is the responsibility of the HR department to make specific rules for the employees
regarding the use of social media. The HR should make sure that the personal data of the
customers are not shared in the social media without their consent (O’Connor, Abbott &
Schimdt, 2016). However, if any employee does so then there should be specific penalty

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depending on the severity of the issue. The social media policy of the organization should be
clearly outlined to the employees on the first day of their job. The policies should be
amended in such a manner that the social media posts by the employees will not expose the
organization to legal issues or public embarrassment. Moreover, the HR should ensure that
the information shared by the employees in public must not influence the stock price or
disclose account passwords (El Ouirdi et al., 2015).
Answer 3
At the current organization, there is a strict social media policy set for the employees
by the HR department. The employees are not allowed to use social media while working in
the organization and they have implemented the same by blocking the sites on the official
computers and laptops. Moreover, there is a strict vigilance on the employees about using
social networking sites on their personal devices. They are not allowed to use any
information regarding their work or details of the clients. No company data is allowed to leak
through social media accounts of the employees. The employees are not allowed to click any
pictures within the organization and post it on the social media pages (Felix, Rauschnabel &
Hinsch, 2017). Apart from that, there is a specific person allowed to respond to the customer
queries on social media, while others do not have that provision.
Answer 4
I do not think that the policies laid out for the employees in my organization are very
correct. There is more strictness than required in the social media policy of the organization.
the company should only pay attention to the fact that the company reputation is not
hampered in any way through social media. I do not think that they have the right to stop the
employees from clicking pictures or using the social networking sites on their personal
devices, unless it is hampering the company reputation in any way. Using social media is a

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personal choice of every individual and the company should not curtail them their individual
rights.
Unit 6 Discussion Topic 1
For the public companies, the most important financial statements can be the income
statement, balance sheet and the profit and loss statement. The income statement clearly
shows that the sources of income for a particular period of time can be compared with the
past profits. The In-Home Health Provider Company can undertake certain financial
considerations in order to meet the asset requirements for expansion loan. The company can
diversify their product lines but stick to their knitting. Moreover, it can sell their equity in
order to generate revenue for the expansion purpose. In addition to this, the company should
not think of losing control as the things are going bad (Revelli & Viviani, 2015).
Furthermore, the company needs to act in a decisive manner. Moreover, it is evident
from the fact that the company is not receiving any payment for six to eight weeks. In
addition to this, it would be paying the nurse weekly even though the company is not
receiving payments for their services yet. A professional manager can help in resolving these
issues and therefore, the company needs to hire a professional manager. Most importantly, In-
Home Health Provider Company needs to fix their costs and expenses in terms of health care
services. It is planning to expand its business and thus, a proper market research is necessary
before final planning (Pletzer et al., 2015).
The company needs to make some coherent strategies for gaining competitive
advantage in the international markets. Moreover, hiring talented employees would benefit
Health Provider Company to a large extent. In addition to this, the company needs to tackle
their opportunities as well as problems at the same time. More guidance from the professional
manager can help the company in gaining more comfort and authority over the business. In

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financial terms, it can also look for methods in generating quick profits, satisfactory cash
flow and seek capital gains by selling or building a part of the company (Grant, 2016).
Unit 6 Discussion Topic 2
Answer 0
It is highly important for a business to know their break-even point as it helps in
gaining an understanding regarding their financial statements. Moreover, accounting can be a
challenging job for the businesses. For instance; ABC Organization believes that financial
information is fundamental to understand the profitability of the business. They feel that
knowing the numbers is highly essential for learning regarding the company and also
planning for the upcoming years. ABC Company conducts a break-even analysis in order to
determine their volume of sales, which in turn helps in covering the necessary costs. In
addition to this, break-even analysis also assists the company in setting up their sales goals
(Narasimhan, 2016).
Answer 1
A business needs to prepare itself in an efficient manner, if they do not make a profit.
They can undertake several strategies for financial survival such as, maintaining control,
managing cash flows, reducing inventory expenses, using credit wisely and more. In addition
to this, the preparations should involve education, research, planning as well as regular
monitoring. Along with a strong internal system of control, the companies can also focus
upon their cash flow, credit management policies and inventory for a comprehensive
financial planning (Hair Jr et al., 2015).

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Answer 2
The shop owner, Tim can gain more accessibility to funds by undertaking certain
measures. Firstly, the coffee shop needs to increase their variety in foods and beverages. It
can cater to the most number of audiences. Increasing the variety can attract the most number
of customers, which in turn can add up to their profitability level. Secondly, customers love
surprises and therefore, the coffee shop can introduce several offers and discounts on their
products, which in turn will increase the customer heads. Thirdly, the company needs to do
something for its employees. It is evident that the employees are not at all happy with the
amount of salary they get and therefore, the company needs to increase their salary in order to
keep them happy (Nagle & Müller, 2017).
Unit 7 Discussion Topic
Answer 1
If the Exavier Candy Company decides to go global, then it needs to take certain
things into account. These things are the scale of entry, exportation costs and the place where
it needs to enter, that is the global market. Moreover, the company needs to take other
environmental factors like demographics, political factors and others. In addition to this, they
may have to do some research work on this. The research work would include analysis of the
popular candies in different countries. Most importantly, the company can check which
candies are available in different countries and which are not found easily in the foreign
markets (Suzuki & Okamuro, 2016).
The company can work on the products, which are not easily available in the foreign
markets. It will help Exavier Candy Company in gaining more customer attention. However,
they will also have to consider the costs of shipping in order to sell the candies in the

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overseas markets. If the company wants to expand their business globally, they should scan
the environmental issues of particular countries. The environmental issues include political,
social, geographic and demographic factors as well. Furthermore, the company can also
diversify their product lines in order to enhance their profitability level (Tian, 2016).
Answer 2
Exavier Candy Company can select Scotland for their international marketing
strategy. This is because the country is a great place for starting a new business as it
welcomes new companies. Moreover, the company has variety of business and expansion
opportunities, which will be a great way to expand. The country has a tax system which will
be beneficial for the company. Currently, the country has control over seven percent of their
taxation. Along with this specific control, the country can reform their tax system so that it
becomes easier for the company itself (Zander, McDougall-Covin & Rose, 2015). The
company will get enough support from the key growth sectors at Scotland.
Overall, the country’s effective system of taxation will help in increasing the
company’s prosperity in Scotland. Moreover, they will get stronger support in the country’s
key growth sectors. In addition to this, they will be able to collect a fair revenue amount from
the public services fund. By diversifying their products, the company can also build their own
industrial base. Furthermore, the government of Scotland will provide great support to these
processes than some other country (Shenkar, Luo & Chi, 2014). Therefore, these are the
benefits which the company would get if they expand their business at Scotland.
Answer 3
The common management and financial considerations, which the company needs to
keep into consideration for the expansion, are being discussed in this part of the assignment.
Firstly, the company needs to consider the overhead as well as manufacturing costs. The

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expansion type considered by the company will have affect upon their profit margins. On the
basis of different overhead as well as manufacturing costs, the company can add a new
service or product at the new location. Secondly, if the company has enough funds to expand,
it may require adequate costs, working capital, credit, cash reserves in order to run the
business (Fernandes & Pinho, 2016).
Thirdly, depending on the way of expansion, the prices may rise, stay same or
decrease. Therefore, taking this advantage of increasing the demand of expansion, the
company’s production should create scale economies, which will enable the business to lower
their prices. This will help them in gaining a competitive advantage in the market as well.
Keeping the prices same will prove to be beneficial for the company, as it will increase their
profitability level and pay off expenses. By expansion, the company will gain the following
factors; funds, increase in the sales profit and volumes and demand (Penrose, 2017).
Unit 8 Discussion Topic
Answer 1
Tim Coffee Company should implement certain strategies in order to become more
responsible towards the community, where it is located. The following strategies include the
exploitation of the scale economies for the alteration of their costs, incepting new and
independent SBU’s for the new product’s developmental purpose. It can help the company in
enhancing their efficiency level and minimizing the complexity. Moreover, they can reduce
the probable cross functional tasks as far as possible. These specific strategies can be adopted
by the company as it needs to manifold their sales. Furthermore, in order to counter the
competitive environment and exploit the new markets, the company can garner revenues by
following the given strategies (Schwartz, 2017).

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Tim Coffee Shop also has huge potential of capitalizing their new products as well as
services like investing in the new markets, trade practices and more. Moreover, it should
follow the social responsibility as well as provide equal payment to the community. This will
enhance the opportunities of employment. The local communities working with the
organization can bring both low and high cost employ. This will enrich the community as the
company will be able to go green. In addition to this, the company should try to follow the
environmental concern.
Moreover, the company should follow a proper SWOT analysis in order to do better
with the changing time. This will enable the company to understand the strengths,
weaknesses, opportunities and threats of Tim Coffee Shop. Additionally, the company will
also gain a detailed analysis of its employees’ competencies as well as in-competencies.
Tim’s first priority should ensure equal opportunities of employment. Having local
community working will bring in business associates, family and friends. In addition to this,
the coffee shop should also be concerned regarding the disposal of waste materials and
encourage the communities to go green (Tai & Chuang, 2014).
Answer 2
Tim Coffee Shop can encourage sustainable and ethical environmental practices at the
store by educating the customers, employees and suppliers. The company can encourage the
suppliers to supply recyclable products to the shop. The recycled items can help in serving
the food or coffee, which will ensure 100% proper disposal of wastes. Moreover, the
customers should be asked of disposing the waste materials in a proper manner. The
employees should not flush the wastes down to the toilets or any nearby lake. Taking proper
care of the communities will bring in better reputation as well as class to the store, which
other coffee shops might not have (Suliman et al., 2016).

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Majority of the businesses have recycle bins outside their shops. Therefore, the
company should have a number of recyclable cans, trash bags, aluminum and others outside
their stores in order to protect the environment for the better good. Discounted taxes and
utilities will be a good start and ideas like this can be a model for each and every community
to abide by. The company can make these policies and implement those in order to save
Mother Earth from all harms that are cause in the last two generations.
The company has some opportunities and it can be utilized in an efficient manner.
Moreover, the company can track the market of the non-university students. Tim can
encourage its customers by providing materials on eco-friendly products and why it is
important to go green. Furthermore, the employees should be educated on why it is
immensely important for saving the world. In addition to this, the company can also introduce
a wide range of eco-friendly and organic products in their menu. The coffee cups or plates
should be recyclable and the food items should be disposed in a proper manner. Furthermore,
Tim should invest some more into remodeling the shop for promoting greener earth and eco-
friendly products. This will enhance their profitability as well as popularity (Fernandes &
Pinho, 2016). These advantages should be highlighted more effectively and proper planning
must be done in order to enhance more and more opportunities on the long run.
Answer 3
Tim can reach the fourth level of social responsibility by going through some stages
of corporate social responsibility. Introducing eco-friendly products and services would help
and prove beneficial for the company. Moreover, the company can take part in corporate
social responsibility activities and raise awareness. Furthermore, educating the employees
regarding these practices would also help. Using recyclable products will prove to be
advantageous for the company in this case (Pedersen, 2015). Therefore, these are the
practices which would take Tim to the fourth level of social responsibility.

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Unit 9 Discussion Topic
Considering the brief and working criteria of both the Tim’s cafe and Exavier candy
shop, it can be stated that there are certain legal provisions included in this case. The coffee
shop governed by Tim is a sole proprietorship. According to the Company law, the
employees of the sole proprietorship are liable to get minimum wage of $7.25 per hour.
Further, if there is any employee aged about 20 years, the waging criteria should be $4.25 for
an hour. According to the Minimum wage laws, if the state’s minimum wage is lower
compared to the federal law, the employee will get both the federal and state’s wage.
Further, Tim has to follow all the rules of Fair Labour Standards Act to appoint the
employees at the coffee shop. According to the rules of the Act, employers could be
appointed based on contractual agreement and there should be exempt and non-employee in
the shop (Kearns, Kaufmann & McClelland, 2015). It has been stated that the shifting time of
the cafe is 6 am to 2 pm. i.e. 20 hours. According to the employment law, there should be two
working shift in this regard. According to the Fair Labour Standard Act, the rate of shifting
time for the employees is forty hours in a week. Further, the non-exempt employees can get
additional payment for the overtime. However, it has not been clarified from the case that the
employees of Tim’s Coffee shop get any such overtime payment.
According to the US rules on sole proprietorship, it is the duty of the proprietor to pay
the taxes and file personal income tax return. Further, Tim has to apply for the employer
identification number and hence it is important for him to apply for the same. Further,
licences are required to run business in USA and according to the Federal Law in USA; the
employers are required to apply for licences on the grounds of incorporation of the business
and environmental protection (Silberman et al., 2018). Considering the case of Tim, it has
been observed that certain electrical substances used by him had expired and there are high

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chances for environmental degradation. It has been observed that the refrigerator used in the
cafe is quite back dated and that can increase Carbon Monoxide in the air.
In USA, the small business proprietors are required to apply for the health insurance
for professing the business. According to the federal law system, there can be different types
of insurance for protecting the business and for the safeguards of the employer and the
employees (Resnik, 2016). However, either of the cafes has taken no such steps.
According to the Employment Law of USA, it has been stated that the employees
should not have to face any discrimination. The federal law protects the employers, where it
has been stated that the employees should not face any harassment due to their caste and
creed (Hainmueller & Hiscox, 2015). However, certain extensions have been made in the
state or local law in this case. There are several states where the discriminatory subjects are
extended to ancestry, marital status and domestic violence. Considering the case, it can be
stated that no such matter has been occurred in Tim’s cafe.

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