This report provides a comprehensive analysis of Starbucks' marketing and event strategies. It begins with an introduction to marketing events and their importance for brand promotion, followed by a classification of special events. A SWOT analysis is conducted to evaluate Starbucks' strengths, weaknesses, opportunities, and threats. The report then delves into the role of the marketing mix (4Ps/7Ps) in Starbucks' commercialization, examining product, price, promotion, place, people, process, and physical evidence. Furthermore, it explores various marketing strategies, including segmentation, targeting, positioning, and risk management, that Starbucks can employ. The conclusion emphasizes the significance of understanding marketing and special events for improving Starbucks' marketing techniques and influencing customer engagement. The report references several academic sources to support its findings.
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