Marketing and Events: Starbucks Company Case Study and Analysis Report

This report provides an analysis of marketing and event strategies, using Starbucks as a case study. It begins with an introduction to marketing and event management, emphasizing the importance of a solid marketing plan and customer loyalty. The report then classifies events within the Starbucks business model and conducts a SWOT analysis to identify the company's strengths, weaknesses, opportunities, and threats. The role of the marketing mix (product, place, price, promotion) is discussed in relation to Starbucks' success. The report further explores Starbucks' strategies, including market segmentation, targeting, and product positioning, and the importance of risk management. Finally, it touches on small business strategies and offers a conclusion on effective event management and marketing plans, referencing key academic sources. The report provides valuable insights into how Starbucks utilizes marketing and event strategies.

Running head: MARKETING AND EVENTS 1
Marketing and Events
Student’s Name
Institution

MARKETING AND EVENTS 2
Introduction
Any business in operation should enhance there is efficient marketing plan put in place to
improve that the final products will have enough and positive market place hence high advantage
over the competitors. Managers should have all capabilities required to run the business
appropriately accordingly to ensure the company is functioning in the right path. Event
management should be considered and this, in turn, will enhance effective marketing plan at the
end. The marketing mix is another consideration, which helps in marketing strategy. Winning the
customer loyalty should be an aspect reason that it enhances high volumes of sales as compared
to when there is no customer loyalty (Chua & Banerjee 2013, p 78).
Body
Events classification
Starbucks company management team has taken a step further for classifying events in the
business. The business started early with fewer stores in operations, but later the company has
expanded larger to more stores and can reach a wide range of customers all over the world.
Events are defined in the sense that they have set a unique design of the stores globally thus; a
store in New York just looks same as one Tokyo. Green aprons of the baristas make it easy for
customers to spot them hence approaches him/her to acquire any assistance or make a purchase
of a particular product (Mason, 2017). The sense of comfort provided to the customers is an
event definition as customers have especially advanced couches to rest on when they enter the
stores.
SWOT analysis
Starbucks Company in their operation line consists of some strengths, weaknesses, opportunities,
and threats.

MARKETING AND EVENTS 3
Strengths
• Won customer loyalty.
• Baristas who can cater for the extended range of clients.
• They have stores in more than fifty countries enhancing reaching more customers.
• Reliability aspect thus winning the client's loyalty.
• Friendly snacks and coffee free beverage thus making children happy.
Weakness
• Provides only a small selection quantity of children staffs thus limiting the sales.
• Lack of wide variety of beverages that can improve the sales volume due to a high number of
customers preferring different beverages.
• Generality standard for most products.
Opportunities
• Having stores across the world will give the opportunity to capture the market.
• Loyal customers who flock to the stores regularly.
• Chance of expanding the business further to supply other products due to the loyalty of their
clients.
• Product mix divergence.
Threats
• Availability of other similar stores producing the same products can act as a threat.
• Changes that alter the buying habits of the customers, which is inevitable by any means
because of buying habits, tend always to change (Jones 2014, p 56).
• Imitation is another threat, which affects already firmly grounded companies such as Star and
Bucks coffee house.

MARKETING AND EVENTS 4
Marketing mix role.
The role of the marketing mix in business is to help a particular organization reach the market
appropriately and acquire the significant share of the market. When marketing mix is applied
efficiently, it will assist the company acquires advantage over their competitors in the market.
Starbucks employs the marketing mix hence promoting their brand well in the market.
Product
The Starbuck’s products are always available in the market and this, in turn, wins the loyalty of
the customer. Starbucks is always reliable hence in a better position to promote their brands and
becoming more preferable than the competitors are. In the case study, it is well explained that the
customers are happy with the products from the stores and each knows well what to expect when
they step in the stores.
Place.
Starbuck has expanded its operations to over fifty countries thus meeting a high number of
customers all over the universe, and this is not always the case to other companies in operation.
According to (Anderson, 2016 p 89) to promote the brand efficiently the place of exploitation
should be expanded to a wide area as the case of Starbucks.
Price
The price aspect of the product is affordable to the customers, and this well promotes the brand
of the product as high number of customer are enticed by the price. The case study tells the
scholar that the snacks are much friendly to children’s and other snack-seekers and these can be
enhanced by low prices, products that are helpful to customers cannot be expensive hence
making them unfordable which is not in the case of Starbucks.

MARKETING AND EVENTS 5
Promotion
In marketing mix, promotion capabilities try to promote the brand of products in a sense those
customers will flow in high number in companies that have the promotion for their clients as
compared to those giving no any promotion to the customers.
Strategies and resources of Starbucks
Through segmentation, the stores can create a market strategy for the business to operate
appropriately. Starbucks segments their market differently all over the world in fifty countries. In
these countries, Starbucks operates according to the characteristics of the buyers in the region.
According to (Baker, 2014 p 89) segmenting the market in this aspect will help in meeting
different customer tastes and wants hence improving the overall sales recorded at the
headquarters of the stores.
Targeting and position their products in the market creates the strategy of the market well.
Starbuck targets the markets where there are consumers of their products well than their
competitors’ products. In position their market, they stand their market in places are uniquely
advantage in selling their products and sketching the map (positioning) to understand how
sections recognize their products.
In monitoring and controlling the business the management should at all times put in
considerations the anticipated risks to occur and come up with ways to minimize all these risks.
Risk management brings about aspects to ensure that indecision does not deflect the exertion
from the business objectives. Risks come from different sources like threats from project
failures, accidents among others sources and the management should ensure they are on toes to
curb these uncertainties if they occur (Embrechts et al. 2015).

MARKETING AND EVENTS 6
Small business strategies
Based on the concepts in marketing strategy, my stratagem should be accessing the results that
are likely to be gathered at the end of the operation and ensure that are worth in undertaking. If
the results are worth caring the business, I should continue operating the business in that small
community. On the other side if the results turn out negative one should cease the operations
reason that at the end he/she will operate at a loss. Also, should ensure that position of the
operation is good and will urge high sales volume to promote profit.
Conclusion
For effective event management in a particular business, the management should at all times
ensure they have studied their brands appropriately and categorizing the target audience.
Budgeting, selection of sites and efficient coordination should be enhanced to ensure that there
are adequate and appropriate procedures, which will help smooth running of the business.
Effective marketing strategy is a foundation of a marketing plan that is mandatory when setting
business and should at all times be enhanced (Rogers & Davidson 2015, p 234).

MARKETING AND EVENTS 7
References
Armstrong, G., Kotler, P., Harker, M., & Brennan, R. (2015). Marketing: an introduction.
Pearson Education.
Baker, M. J. (2014). Marketing strategy and management. Palgrave Macmillan.
Bowdin, G., O'Toole, W., Allen, J., & Harris, R. (2016).
Chua, A. Y., & Banerjee, S. (2013). Customer knowledge management via social media: the case
of Starbucks. Journal of Knowledge Management, 17(2), 237-249.
Jones, M. (2014). Sustainable event management: A practical guide. Routledge.
Gration, D., Raciti, M., Getz, D., & Andersson, T. D. (2016). Resident Valuation of Planned
Events: An Event Portfolio Pilot Study. Event Management, 20(4), 607-622.
Mason, A, Cole, T., & Goza, N. (2017). STARBUCKS: ACASE STUDY OF EFFECTIVE
MANAGEMENT IN THE COFFEE INDUSTRY. Journal of International Management
Studies, 17(1)
McNeil, A. J., Frey, R., & Embrechts, P. (2015). Quantitative risk management: Concepts,
techniques and tools. Princeton university press.
Rogers, T., & Davidson, R. (2015). Marketing destinations and venues for conferences,
conventions and business events (Vol. 14). Routledge.