UMKT3012: Starbucks Marketing and Events Analysis Report

This report provides a comprehensive analysis of Starbucks' marketing activities, focusing on special events, SWOT analysis, marketing mix, and marketing strategies. It begins by classifying different types of events Starbucks utilizes, explaining their role in attracting customers and generating revenue. The report then delves into a SWOT analysis, identifying the company's strengths, weaknesses, opportunities, and threats within the UK market. Furthermore, it details Starbucks' marketing mix, including product, price, place, and promotion strategies, highlighting their significance in promoting products and services. The report also explores various marketing strategies employed by Starbucks, such as market segmentation, positioning, pricing, product development, and brand image building. It concludes by emphasizing the importance of effective marketing activities in boosting profit margins and maintaining a competitive edge in the coffeehouse industry. The report is based on the coursework brief for UMKT3012 Understanding Marketing and Events, Summer 2017.

UNDERSTANDING
MARKETING EVENTS

Table of Contents
INTRODUCTION...........................................................................................................................4
1. Types of special events...........................................................................................................4
2. Explain SWOT analysis of Starbucks.....................................................................................5
3.(a) Explain marketing mix of Starbucks .................................................................................6
(b) Explain marketing strategies and resources of Starbucks ....................................................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
Starbucks is the largest coffee house in UK which provide their quality services and food
to customers. The charismatic interior is the main reason of attraction to this coffee house. This
report will be included classification of different events organised by cited organisation. It also
includes what the reason behind that customers attract so much to this coffee house. This report
will also include identify internal factors of the company and for this purpose SWOT analysis
will be identified which describe strength, weaknesses, opportunities and threat of Starbucks. It
will also include marketing mix which any organisation can use for the promotion of their
products and services in the market. The role and importance of marketing mix is very important
for increasing their profits level has also been discussed. At last report will be describe various
marketing strategies and resources which Starbucks uses for targeting various customers in the
market.
Special event can be defined as where large number persons are bring together and participate in
particular activity. Special events is includes such as national celebrations, concerts, exhibitions,
sporting competitors and races.
1. Types of special events
Special event is a term by which an organisation can raise some funds for special
community group. There are many different kinds of special events are available for every class
of group such as lavish events are for rich people. But this is not compulsory that events always
big and lavish, company can also create events for small people of group. There are various types
of events which are mentioned below:
Functions: These kinds of events include money generating activities which affect and create
money for the organisation Starbucks is also conducting some functions to increase their money

level such as they provide high quality brew not only coffee but also other food products which
can be attract the customers and can increase their level of money.
Dinners: These are also some formal special events to raise the funds from customers by giving
them discount coupons and other offers.
Award nights: This is also a part of special event which a organisation can conduct.
Grand openings: Starbucks can use this special event for acquiring income for particular group
by opening their outlets in different areas with comfortable products. Cited organisation provides
many new services to customers such as create attractive interiors, awesome music and organic
looking art.
General fund-raising events: This kind of events include basic or general services given to their
customers for raising more income for the group of people.
Hallmark event: These kind of events are includes some cultural programmes, fairs, expositions
and sporting. Main function of this event is provide host community with an opportunity to.
Local event: These events are including theatres, music and car boot sale in the city.
Mega event: These are the annual events which consist one time nature and related to specific
place and it is not compulsory that place not required to be a city.
2. Explain SWOT analysis of Starbucks
SWOT analysis is very important for an organisation to maintain its position in the
market against its customers.
Strength:
 One major strength of cited organisation is their financial performance which helps the
company being largest coffee house in UK.
 The value of company approx. 4 billion which is key strength against its competitors. Pioneering people management is another strength of the cited organisation in which
skills and soft skills of the people helps to make difference between success and failure of
the company.
Weaknesses:
 Profitability of cited company is influenced by their price of input such as coffee beans. The prices of goods are high against its competitors so customer can easily switch to
other coffee houses.
Opportunities:

 For diversification of inputs, company can expand their supplier network which is very
helpful for increasing profit level of the organisation.
 The cited company have another opportunity to attract the customers by giving them
quality products. The customers who want instant coffee and beverages can switch to
Starbucks.
Threats:
 The major threat of cited company is that increasing in the prices of coffee beans which
resulted fluctuation in prices of their product which affect the number of customers.
 Organisation faces many challenges from local coffee houses which affect the
profitability of the company.
 At last organisation faces another challenge because of their supply chain management
which is affected by local and global conditions.
3.(a) Explain marketing mix of Starbucks
The role of marketing mix is very important for an organisation to promote their products
in the market. Marketing mix of Starbucks are given below:
Product: Coffee and beverages is the main product of cited company which attract many
customers in the market. It Provides many different flavours of tea to customers, which is the
part of promotion strategy of this company.
Price: This is the amount of money which customers have to pay when they buy some products
and services of company. Prices of products of Starbucks is affected by cost of input such as that
of coffee beans. The cited organisation has to set lower prices against their competitors for its
products so that customers can easily purchase them.
Place: According to this, is it defined as geographical area where company can distribute and
sell their products. Starbucks have large number of stores which are spread in different
geographical area.
Promotion: This includes activities which are conducted by a company to promote their products
and services to various people of the society. This helps to attract number of customers to
provide quality services. Starbucks focuses on their promotional activities such as quality and
prices of products, launching Starbucks cards and conducting reward programme for customers.

Process: It includes distribution channels by which cited organisation can deliver their products
in different geographical regions. Starbucks use licensing arrangements and joint ventures for
promotion their products in market. Community website is also started by cited company for
getting feedback and suggestions from different clients.
Physical evidence: According to this given organisation provide their information on its
products, career opportunities and partnership of business if any.
People: This includes key persons of organisation who conduct all the activities from
manufacture to promotion of products and services in the market. It includes chief financial
officer, marketing manager and human resource manager of the given enterprise 2012). It
includes chief financial officer, marketing manager and human resource manager of the given
enterprise.
(b) Explain marketing strategies and resources of Starbucks
There are different marketing strategies which can be used by cited organisation are
mentioned below:
Market segmentation: This is one of most important marketing strategy by which a organisation
can promote and established their services and products in different market. Cited company can
also adopt this kind of strategy to identify needs of customers, increase profitability level and
identify opportunity for growth(Schüller and Rasticová, 2011). This will also help to retain the
various customers for long time.
Positioning and targeting: This is another marketing strategy which helps to maximize earnings
of the organisation. This method is includes lots of activities such as target potential customers
who take interest to buy products of the company.
Pricing: According to this strategy of marketing pricing of products is very important because it
have power to influence customer's choice. The cited organisation use many different techniques
and tools for set the prices of their goods and services.
Product development: This includes innovation in existing products or launch new products with
different features. This method of marketing helps to attract large number of people of the
society.
Building a brand image: This marketing includes creating a brand image in the minds of
different customers. For this purpose company have to provide innovative and quality products

by identify different needs and preferences of clients. It will help to increase customers loyalty
and trust.
Product design: A organisation have to use effective design to increase the sale of products and
create a new image in front of customers(Moogan, 2011). It also helps to reduce cost of
production so organisation can increase their level of income.
Cost effective marketing: It includes that all marketing activities should be cost effective
because these are the base of level of profitability of a organisation.
CONCLUSION
As per the report it can conclude that there are various aspects includes which a
organisation can adopted to increase their profit margin. As per the above report special events
are discussed of Starbucks by which they can raise funds for special groups. The purpose of
raising funds from people is to create positive image of the company. Reports is also mentioned
SWOT analysis of Starbucks which is very important to identify internal factors of the
organisation. Because it directly affect the operations and profits of business. Apart from that
marketing mix of cited organisation is also mentioned in this report which is help ful for
promoting products and services in the market. For maximization of earning a proper marketing
strategies is also important which also discussed in this report. Basically it can concluded that
marketing activities is very important for the company to boost up profit margin.

REFERENCES
Rosca, V., 2011. IMPROVING SPORT BRANDS'REPUTATION THROUGH MARKETING
EVENTS.Management & Marketing, 6(4), p.605.
Crowther, P. and Donlan, L., 2011. Value-creation space: The role of events in a service-
dominant marketing paradigm. Journal of Marketing Management, 27(13-14), pp.1444-1463.
Thomas, S., Lewis, S., Duong, J. and McLeod, C., 2012. Sports betting marketing during
sporting events: a stadium and broadcast census of Australian Football League
matches. Australian and New Zealand Journal of Public Health, 36(2), pp.145-152 Schüller, D.
and Rasticová, M., 2011. Marketing communications mix of universities-communication with
students in an increasing competitive university environment. Journal of competitiveness, 3(3).
Popkova, E.G., Dubova, Y.I., Yakovleva, E.A., Azarova, N.A. and Titova, E.V., 2014. Role of
ecological marketing in formation and development of ecological cluster. Asian Social
Science, 10(23), p.1.
Moogan, Y.J., 2011. Can a higher education institution's marketing strategy improve the student-
institution match?. International journal of educational management, 25(6), pp.570-589.
Peimer, C.A., McGoldrick, C.A. and Fiore, G.J., 2012. Nonsurgical treatment of Dupuytren's
contracture: 1-year US post-marketing safety data for collagenase clostridium
histolyticum. Hand, 7(2), pp.143-146.