This marketing portfolio presents an in-depth analysis of the marketing strategies employed by three prominent brands: Tesco, Netflix, and Starbucks. The first section focuses on Tesco, examining its approach to understanding client preferences within the global marketplace, its marketing mix (product, price, place, and promotion), and its customer retention strategies, particularly the club card loyalty program. The second section delves into Netflix's use of behavioral segmentation to deliver customized content, detailing its research methods for understanding customer segments, evaluating subscriber satisfaction, and utilizing various marketing communication tools such as advertising, email campaigns, and social media. The final section compares Starbucks and Nescafe through the Servuction Model, evaluating their service environments (servicescape), customer interactions, front-stage staff, and online presence, including their websites and the intangibility, inseparability, perishability, variability, and lack of ownership aspects of their service offerings. The portfolio utilizes various sources including books, journals, and online resources to support its analysis.