Pearson BTEC Higher National Diploma: Marketing Essentials Report

This report, prepared for a Pearson BTEC Higher National Diploma in Business (Marketing Essentials), examines key marketing concepts. Task 1 explores the role and functions of marketing within contemporary organizations. Task 2 delves into the 7Ps of the marketing mix, comparing Starbucks and McCafe, along with PESTEL and SWOT analyses. Task 3 investigates Starbucks' internationalization motives, environmental scanning, and international business strategy, offering recommendations on organizational architecture, entry mode, human resource strategy, and marketing mix/strategy. The report covers various aspects of marketing from the role of marketing in the organization, the marketing mix, and marketing strategies for internationalization.

QUALIFICATION UNIT NUMBER AND TITLE
PEARSON BTEC HIGHER NATIONAL DIPLOMA IN
BUSINESS (RQF)
02. MARKETING ESSENTIALS (LEVEL 4)
INTERNAL VERIFIER UNIT TUTOR
ZAFARULLAH SANJRANI
DATE ISSUED SUBMISSION DATE RESUBMISSION DATE
21ST APR 2021 07TH JUNE 2021 21ST JUN 2021
ASSIGNMENT TITLE MARKETING
ESSENTIALS
ASSESSMENT CRITERIA TASK NUMBER EVIDENCE PAGE NUMBER
Pass 1
Pass 2
Pass 3
Pass 4
Pass 5
Pass 6
Merit 1
Merit 2
Merit 3
Merit 4
Distinction 1
Distinction 2
Task 1
Task 1
Task 1
Task 2
Task 2
Task 2
Task 1
Task 1
Task 2
Task 1
Task 1
Task 2
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understand correct referencing practices. As a university level student, you are expected to use
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material you have used in your work, including any material downloaded from the Internet.
LEARNER DECLARATION
I CERTIFY THAT THE ASSIGNMENT SUBMISSION IS ENTIRELY MY OWN WORK AND I FULLY UNDERSTAND THE
CONSEQUENCES OF
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SIGNATURE :____________________ DATE:______________________

Contents
Task 1:
Marketing 4
Role of Marketing 5
Functions of Marketing and its Influence on other Functional Departments: 5
Marketing and Contemporary Organizations: 5
Conclusion 5
Task 2:
What is a Marketing Mix? 6
Marketing Mix 7PS: 6
Product: 6
Place: 7
Promotion: 7
Physical Evidence 7
Price: 7
People: 7
Process 7
Performance / Productivity 8
McCafe and 'Starbucks' marketing mix differences 9
Starbucks vs. McCafe: 9
Further improvements to customer experience and store environment 10
McCafe challenges to other company: 10
Marketing tactics: 11
1: PESTEL analysis 11
2: SWOT analysis: 11
Conclusion: 13
Task 3:
Introduction To starbucks 14
Motives Of Internationalization and Justification to enter Pakistan 14
Environment Scanning 15
International Business Strategy 20
Recommendations:
A. Organizational Architecture 21

B. Entry Mode 21
C. Human Resource Strategy 23
D. Marketing Mix 23
E. Marketing Strategy 25
Conclusion 25
Bibliography 26

ASSIGNMENT : MARKETING ESSENTIALS
UNIT 02 MARKETING ESSENTIALS (LEVEL 4)
TASK 1
Marketing:
The work or business of promoting and selling goods or management, including statistical
analysis and promotion, action marketing, institutional set, and cycles of making, delivering, delivering,
and trading contributions that encourage customers, customers, participants, and the loose community.
Marketing research is the volume that connects the consumer, the client, and the community with the
advertiser with information used to identify and expose advertising and advertising problems;
manufacturing, improvement, and evaluation of commercial activities; screen advertising performance;
and improve understanding of marketing as a cycle. Marketing research identifies the data needed to
solve these problems, organizes the data collection process, oversees and evaluates the provision of
information, results tests, and presents their findings and recommendations (Homburg, 2000).
Role of Marketing:
Contemporary Marketing Practices (CMP) concept incorporates many marketing strategies and
strategies that go beyond the traditional approach to market integration. These include
knowledge-based marketing, advanced marketing, affiliate marketing, and corporate marketing (O
'Dwyer, Gilmore, and Carson, 2009, Sacramento and Teixeira, 2014). The level of CMP development
depends on the way the organization and customers - or different partners - interface. At the same limit
of this process, the company and consumers interact impartially; contacts are divided and indifferent
(thus, this low level of communication is called a currency exchange guide). On the other hand,
communication is defined by close contacts that include customer intimacy, long-term connection, and
different business relationships (in the foreseeable future: relationship guidance).
The existing marketing document reflects the important global distribution that dates back to
ancient Advertising Practices. A test assortment that differs from the CMP text relies on expert concerns
regarding the construction of long-term bonds, which seem to exploit consumer loyalty. The text
recognizes, however, the need to keep the marketing strategies conditional (actually acting).
When it comes to for-profit organizations, marketing responds to increased revenue and
increased productivity of organizations. In addition, the power further assists in building the
customer/customer base of the Organization. This study clears that the Organization controls many
corporate clients and where the selection involves more than one group. The delivery of each item
begins with advertising and ends with advertising, where the office sets the customers' needs, and after
introducing the thing, the office looks to see if the client's needs have been met (Lahti, 2000).
The Marketing Department in any organization plays a vital role in developing the business and the
purpose. It complements the content of your Organization, organizing and building all the

business-related assets. It is the responsibility of the Marketing Department to communicate with
opportunities, clients, funders, or your local community while creating an all-encompassing image that
speaks to your Organization. Without marketing, our products would not be enlightened, and our
organizations would be dead. The Organization's success is in terms of prudent use of assets in a
different planning system and established customer relationships, which are part of marketing.
Functions of Marketing and its Influence on other Functional Departments:
The marketing function within any organization is not separate. After that, it is essential to see
how marketing integrates and fills different roles within the Organization. We should consider
commercial communications with a new job, creation/jobs/connectivity, H.R., I.T., and customer care in
the next section. All activities within your Organization should point out to the client, for example, that
the client is based on the application archive to a client who supports the client who answers any
questions you may have. Therefore, we should look at these different functions and their relationship to
marketing (R. Sabherwal, 2001).
According to Peter Drucker (2001), marketing is not just a broader phenomenon than marketing;
anything but a particular movement with any extension of thought involves the entire business. It is the
whole business that is viewed from the perspective of the final product, from the client's perspective.
Concerns and responsibilities regarding marketing should therefore be pervasive in all vacancies.
Marketing and Contemporary Organizations:
One sees that the marketing role of the current association is to incorporate the needs and
requirements of the customers into the following royal functions such as creation, R&D, account, staff,
and more. Marketing or another employee alone cannot continue work. All tasks are equally important.
Yet marketing, which mimics the location of joining (Kotler, 2000).
Contemporary Marketing Practices (CMP) concept incorporates many marketing strategies and
strategies that go beyond the traditional approach to market integration. These include
knowledge-based marketing, advanced marketing, affiliate marketing, and corporate marketing. The
level of CMP development depends on the way the organization and customers - or different partners -
interface. At the same limit of this process, the company and consumers interact impartially; contacts
are divided and indifferent (thus, this low level of communication is called a currency exchange guide).
On the other hand, communication is defined by close contacts that include customer intimacy,
long-term connection, and distinct business relationships (in the foreseeable future: relationship
guidance)
The existing marketing document reflects the important global distribution that dates back to
ancient Advertising Practices. A test assortment that differs from the CMP text relies on expert concerns
regarding the construction of long-term bonds, which seem to exploit consumer loyalty. The text
recognizes, however, the need to keep the marketing strategies conditional (Vorhies, 2003),
Conclusion:
Marketing is a cycle that affects people's lives. Customers are consumers, but the value they
place on them is as significant in marketing as the deals of people, retailers, competitors, suppliers of
non-powered goods, and thus energy. As you all know, the concept of marketing is constantly being

reorganized. Marketing presents tests that earn recognition by trading between groups. This idea is a
general definition of marketing. Marketing is used in many organizations and partnerships, but in the
global age, another concept has been developed called modern marketing. This study described current
marketing, its role and qualities, and its complexity in organizations and firms.
TASK 2 :
What is a Marketing Mix?
The marketing mix is a necessary foundation based on the most critical marketing systems and business
practices.
Marketing Mix 7PS:
Product: P 7P starts with ''production.'' It may refer to an actual product, assistance, or encounter. In
particular, what is selling? Product No matter what your product or administration is, it is essential to
meet the markets. Market's needs and meet or exceed the administrations for the customer.

Place: Place means you decide whether to notify or allow your product or administration. It refers to
anything from a stockroom or high-road store to an online shopping store or cloud-based stage. The best
way to determine the ideal place to sell your product is to know your group; their needs, requirements
(Chopra, 2013).
Promotion: Promotions refer to your advertising, marketing, and contracting strategies. It is the current
practice of custom promotion or web content advertising through TV, radio, boards, etc., and
advertisements on web recordings, email marketing, or message pop-up. The way you decide to talk to
your audience and move your collaboration forward will directly affect your image success. Post a
message to an unfortunate place or an unacceptable person, and you will end up in a difficult situation.
Then, if you implement those aspects correctly, your professional practice will undoubtedly grow!
Channel it is essential to know the best channel (s) and strategies for promotion. So Market Division
allows you to get acquainted with your group's needs, requirements, characteristics, and motivations.
Physical Evidence: Physical proof often consists of two structures: proof that guarantee or purchase has
been made and proof or confirmation of the existence of your image. Models for any administration or
products are considered valid proof. Such as your receipts, bundling, following data, requests, brochures,
or pdfs (Eriksson, 2011). Certification refers to the visual aspects or measurable highlights of your image,
such as your site, logo, business card, stamp on your structure, the base camp of the brand and
hardware, and your web-based media presence. These are the parts that the customer will look at
before they are attracted to you or your collaboration.
Price: The price you set should reflect the customer's apparent value of your product and should be in
line with your cost plan. If your client thinks that your cost is too high, you run the risk of losing the
market for a deal assuming that your price is too low, you risk losing exceptionally significant profits.
Business determining the right price for your product, which intends to benefit both your business and
your customer, is often achieved by companies through rapid market segmentation. Dividing your group
by their category, geographical, psychological, or social factors is a surefire way to find and validate the
costs you have determined (Light, L, 2015).
People: Employees. Individuals engaged in selling, planning, managing groups, targeting customers, or
marketing a product or administration. It does not make sense to build an exceptional brand, innovative
product, or excellent web-based media presence if you do not have the right people behind you. It
requires a lot of patience for your business. It would help if you made sure that all your representatives,
regardless of background or client, have the proper preparation and a comprehensive understanding of
their work (Light, L, 2015).

Process
Process refers to the progress of the steps taken in informing the customer of the product or
administration. Analyzing conversations means evaluating aspects, for example, monitoring business
channels, your installment profile, investment strategies, and customer connections. Cycle Assess,
modify and improve the various parts of your cycle to help streamline your business endeavors, as well
as make sure your technology is up-to-date and up-to-date (Eriksson, 2011).
Performance / Productivity: ''P'' indicates your ability to tell your customers what you have promised.
Are they true to fulfillment? Is it fair to say that you respect them? You highly advise believing this way.
Otherwise, you are in for a negative word of mouth (WOM) universe. This is important because 92% of
shoppers accept the ideas of loved ones more than they promote.

McCafe and 'Starbucks' marketing mix differences:
McCafe is a subsidiary of its parent company McDonald's, and founded in 1993. It belongs to the food
and beverage industry and is a chain of eateries.
Starbucks vs. McCafe:
The Starbucks channel did the excellent business of preventing the claimants from attacking the castle.
However, in recent years, Starbucks and McCafe have not been supervised to assume that this espresso
monster can take over. Starbucks has the opportunity to take some espresso, design it with an incredible
atmosphere and charge more than anyone has tried recently. However, when the company introduced
the pass through Windows, which currently has 80% of purchases, it lost the weather premium (Roby,
L.R., 2011). With the addition of breakfast and lunch sandwiches, the primary request measurement is
now slowly becoming more complex. Feel that "cheap food" at Starbucks drive-in windows and breakfast
sandwiches.
Due to the change in customer attitude towards better food types since early 2014. McCafe continues to
reduce deals for every store (Patton, 2014). To fix this technology float, you can find the methods that
McDonald's follows at Starbucks:
1: Improving the corporate image by providing a unique menu that targets different sound menus or
different buyer meetings.
2: Getting the brand, offering a solid menu. In this sense, McCafe made a huge mistake by auctioning off
its value at Chipotle. It is worth mentioning that McCafe first put resources into the progress of the
drive-through eatery chain, pushing its knowledge and then gathering more stiff competition.
3: Separation of transmission channels that predict CPG development through alliances or e-channel
progression.

Further improvements to customer experience and store environment.
Starbucks improves its inventory network performance by obtaining useful total sourcing by McCafe. Due
to the expansion of Starbucks stores around the world, such an arrangement will allow Starbucks to
achieve more capabilities and improve the fulfillment of its founding partners. I suggest Starbucks
further expand its cooperation with franchisees to expand the number of multiple stores, as the
expansion of their own stores around the world disrupts their coordination. Starbucks recently faced
comparison problems in developing work costs due to irregular redistribution and rapid expansion (Jylha,
2014).
McCafe challenges to other company:
McCafe was too quick to consider his attack a success. It can be assumed that this attack awakened the
sleeping Goliath. It must overcome some wonders before McCafe can become a more fundamental
threat. Since McDonald's is an established structure, it is prudent for establishment owners to create a
restaurant in their store; many did not. Vulnerability is an area where Starbucks has more control over
the company than its stores (A.J. and Gamble, J.E., 2007).

Marketing tactics:
1: PESTEL analysis:
Some pestel tests distort the measure of information used for customer choices - the lack of data makes
it difficult to use. Information isn't easy to lose the sense of all directions in the vast knowledge. In these
ways, there is a risk of capturing too much information and testing large amounts of data, which implies
a ''loss of speed from the probe''. Since the Pat Pastel test removes doubts, there is a risk of being
off-base. Sometimes nature does not work with pastel tests. Therefore, it should be a straightforward
method. The speed of progress makes it difficult to reverse the turn of events, affecting the union in the
future.

2: SWOT analysis:
SWOT testing is a systematic methodology required to assist an individual or association in identifying
qualifications, defects, openings, and risks associated with a commercial competition or work setting.