Understanding and Marketing Event: A Starbucks Case Study Report

This report provides a comprehensive analysis of Starbucks' event marketing strategies. It begins with an introduction defining special events and their classifications, followed by a SWOT analysis of the company. The report delves into the role of the marketing mix, providing specific examples of Starbucks events, promotional activities, and its target audience. It also examines the marketing strategies and resources employed by Starbucks, including segmentation, targeting, and positioning. The analysis covers various aspects of the marketing mix, such as product, price, place, promotion, people, process, and physical evidence, illustrating how Starbucks utilizes these elements to achieve its marketing objectives. The report also explores additional marketing strategies like relationship, transactional, scarcity, and diversity marketing, emphasizing their application in Starbucks' event planning and community engagement. The conclusion summarizes the key findings, highlighting the effectiveness of Starbucks' marketing approach in building brand loyalty and expanding its market presence.