Report on Marketing Essentials: Roles, Mix, and Plan for Starbucks

This report provides a comprehensive overview of marketing essentials, focusing on the roles and responsibilities of marketing functions and their interrelationship with other functional units. It delves into the marketing mix strategies of Starbucks and Costa Coffee, analyzing their product, price, place, promotion, people, process, and physical evidence elements. The report also outlines the development of a basic marketing plan, including situational analysis using SWOT and PEST, marketing strategies based on the Ansoff matrix, target market segmentation, budget allocation, and plan implementation. Concluding that marketing plays a crucial role in the growth and success of business organizations, enhancing sales, profitability, and the achievement of goals through effective advertising and promotional activities. Desklib offers this assignment solution along with a wealth of other study resources for students.

Marketing Essentials

CONTENT
• Introduction
• Roles and responsibilities of marketing functions
• Interrelationship of marketing with other functional units
• Marketing mix of Starbucks and Costa Coffee
• Develop a basic marketing plan
• Conclusion
• References

INTRODUCTION
The core concept of marketing is all about creating value for
customers; it is known as a crucial function for management.
Marketing is the heart of every business organization; it captures
various aspects, such as- advertising, promotion, sales and public
relations. Marketing is an activity which helps to introduce a product
among potential customers.

Roles and responsibilities of marketing functions
Marketing consists of management tasks and decisions directed at
successfully meeting opportunities and threats in a dynamic
environment. It focuses on developing as well as transferring a need
in satisfying manner which offers ton customers in such a way that
the objectives of the organisation, buyers and society would be
achieved.

Functions of marketing

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• Gathering and analysing market information
• Marketing planning
• Product development and designing
• Standardising and grading
• Branding
• Promotion
• Transportation
• Buying and selling

Interrelationship of marketing with other functional
units
In this competitive business environment, it is essential for every
business entity to work together. For this purpose, there is required
proper communication among all managers which improves
decision making process of the company. In context of marketing,
there are many activities managed and organised so as to get better
future outcomes.

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• Human resource department
• Finance department
• Research and development department
• Production and operational department
• Customer service department
• Information technology department

Marketing mix of two different organisations
Marketing mix uses as
operational or tactical part of a
marketing plan. It helps
managers to put right product on
right place so that firm can gain
high competitive advantage.

Marketing mix of Starbucks
• Product - Starbucks is known as growing coffee brand; the firm has
unmatchable and unbeatable experience towards its offered products and
services.
• Price of a products finds its value and the firm is always emphasis to offer
best quality of products to customers.
• Place - At present, Starbucks severed in 70 countries, like Africa, south
and north America, Europe and Europe.
• Promotion mix elements refers various communication strategies which is
used firm in order to disseminate relevant information to customers.

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• People - It is customer oriented company and believes to deliver best
quality products and services to buyers for creating imperative
experience with them.
• Process - Starbucks renders loyalty cards to each guest which came
in outlets; these cards are upgrade regularly and aids firm in drawing
customers.
• Physical evidence - Starbucks stores, coffee mugs and ambience are
logo printed even paper napkins and other items with comes under
physical evidence.

Marketing mix of Costa coffee
• Product - The main product of the company is – coffee; which is offered to
customers in various flavours, like Cappuccino, Flat white, Mocha, Espresso and
Americano etc.
• Price - Costa Coffee follows diverse prices in marketing mix; although it is get
affected by market competition.
• Place - Currently, cost coffee have 3300 outlets over 35 countries. In UK only,
the firm has approx 2100 restaurants and over 1000 outlets are located overseas.
• Promotion - It is premium brand so that Costa coffee does not prefer to spend
high amount on advertisements and promotions.

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• People - Costa Coffee is highly emphasis on its human resources. There are
over 200000 employees are currently working with it.
• Process - The company follows standard process while dealing with customers.
• Physical evidence - The products and services are offered by Costa Coffee are
its physical evidence.

Prepare a marketing plan
Introduction of the company – Starbucks is the leading coffee industry, but now it
is not limited with coffee products only. The firm has increased its market area, its
major products are – tea, baked goodies, sandwiches, French fries, smoothies, tea
etc.
Vision and mission of the company – The mission statement of Starbucks is nurture
and encourage human spirit- one person, one cup and one neighbourhood in a time.
Apart from this, the vision statement of the company is to implement itself as the
premium brand of finest coffee over the globe by managing uncompromising
principles and ethics.
Situational analysis – The analysis can be done through SWOT and PEST analysis;
it helps managers to analyse internal and factors of environment which can
influence business operations and activities.

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Situational analysis – The analysis can be done through SWOT and PEST analysis;
it helps managers to analyse internal and factors of environment which can
influence business operations and activities.
Develop marketing strategies - Beside this, the firm also adopted Ansoff matrix;
this marketing strategy firms can sell their products and services in new as well as
existing market. Ansoff matrix is classified into four parts, such as- market
penetration, market development, product development and diversification.
Marketing mix – The marketing mix of Starbucks is classified into seven elements,
such as- product, price, place, promotion, people, process and physical evidence.

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Target market segmentation – In context of target market, the
firm captured main cities having large population.
Prepare a marketing budget -
Particulars Amount
Paid search 44%
Search engine optimisation 54%
Video advertising 57%
Employees training 66%.

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Allocation of resources – Afterwards, marketing manager needs
to decide which kind of resources they required in order to fulfil
all working activities in an effective manner. There are various
resources, such as- human, physical, financial, technical etc.
Implementation and monitor the plan – At last, the overall plan
is implemented within organisation by communicating to all
employees.

CONCLUSION
From the above mentioned report, it has been summarised that
marketing plays a crucial in growth and success of every business
organisation. It helps company to improve its sales and
profitability so as that it can easily achieve its goals and
objectives in a certain time period. In addition, marketing focuses
on making attractive advertising and promotional activities.

REFERENCES
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Blacher-Wilson, F., Mense, E.G. and Richardson, M.D., 2011. Marketing services globally:
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Transnational and technological strategies(pp. 313-326). IGI Global.
Clow, K.E. and James, K.E., 2013. Essentials of marketing research: Putting research into
practice. Sage.
Desai, S.S., 2013. An analysis of the competitive marketing strategies of the hospitality
industry in UAE. IUP Journal of Management Research. 12(1). p.22.
Getnet, E., Kedir, A. and Yousuf, J., 2014. Challenges and Prospects of ICT Use in
Agricultural Marketing: The Case of East Hararghe Zone, Oromia National Regional
State, Ethiopia.International Journal of ICT Research and Development in Africa
(IJICTRDA).4(1). pp.41-60.