Detailed Marketing Mix Analysis of Starbucks for Southampton Expansion

This report provides a comprehensive analysis of Starbucks' marketing mix, focusing on the company's expansion strategy, particularly the opening of a new shop in Southampton. The report begins with an introduction to market research, emphasizing its importance in understanding target markets and consumer behavior. It then outlines the market research process, including problem definition, research approach, plan development, data collection, and analysis. The core of the report examines the marketing mix elements: product (premium offerings, innovation, and seasonal variations), promotion (digital marketing, community programs, and social media), place (store locations, distribution channels, and customer experience), and price (pricing strategies, customer price sensitivity, and value-added services). Recommendations are provided for each element of the marketing mix, followed by a critical self-reflection on the learning experience and challenges encountered during the assignment. The report concludes with a list of references.

Starbucks

Contents
Introduction......................................................................................................................................3
Product.............................................................................................................................................4
Promotion........................................................................................................................................4
Place.................................................................................................................................................5
Marketing mix.................................................................................................................................6
Recommendation.........................................................................................................................6
Critical self-refection...................................................................................................................7
REFERENCES............................................................................................................................8

Introduction
Market research is the considered to be the organize efforts in order to have the gathering
of all information’s to the target markets and customers as the important components as the
business strategy. This is specifically concerned about the marketing process as in the
collections an analysing the information about the consumers, competitors and the effectiveness
of the marketing programmes. The Company Starbucks is taking the have the more level of
desire to make the expansion in tern of market share thorough there opening by the introducing
there as the new shop in Southampton.
Market research process have the five steps of the market research in the way of the defining
there problem along with developing the research plans (Khan, Yusop and Baharudin, 2018).
This have the collection of the relevant information’s as the data facts and figures which related
to the problems, in order to make the developing the finding and takes the marketing actions.
As the Starbucks have the need to make the particular level of expansion in the market
share with the help of opening and introduction of the new shop in Southampton. As the
implication of the marketing research process is as follow-
Defining the problem-
The firm have the need to make the expansion in the markets share through opening of the new
shop in Southampton.
Developing the approach to the issues
 To have the significant research over the Starbucks profile over the locality.
 To have understanding the importance of company expansion
 To evaluate the needs and perfect of customer over the target areas in Southampton.
Developing the research plans and design formulation
As the firm have the decided to make the qualitative research over the marketing mix of the
portion of the company in order to attain the various objective of the research. The firm have the
proper evaluation in term of customer of the Southampton regarding the product of Starbucks.
Collecting the information
In this research the primary’s and secondary data will be used to make the proper analysis of the
objective in terms to achieve the aims of the report. There primary methods will have the
collection of the structured questionnaire and secondary aspect will have the follow up of the
literature review to analyse the research gaps.
3

Data interpretation and analysis
The thematic analysis will, be done to have the analysis of the all respondent and conclude to
developed the different marketing strategies to gains the competitive advantage against the
competitors and increase the level of market share in the market.
Product
The products are being the marketers for sell to the customers as the lifecycles of the products in
done to make the addressing any level of challenges rise in the side of the customers. This have
the important for the company to dell the products to the company with deferrization to other
competitors This helps the company to have the building the different positioning strategy
compete in the market (Al Iradah, 2018). The company have the proper level of analyse to
understand their relations in the terms of cos of production and the increasing profitability of the
business. hence the product has been considered as the important aspect to development of the
company.
Starbucks have the providing the premium product to the customer as the gains the unforgettable
experiences. The firm have been known for the continuous innovation their products and
delivering the high-quality coffee. The firm is launching there Tazo teas to have the attracting
there more level of tea lovers in area of Southampton. The firm will have the selection of the
process of the nard localizations in order to make it popular (Li, 2018). In addition to that’s the
customer will have the offering different products from the season to season as Frappuccino,
strawberry cream in summers and different lattes such as gingerbread latte in Christmas.
Promotion
Promotion have been the important aspect to send the marketing messages to the targets markets
which can be such as the reaching the advertising the online by suing the marketing mailshots.
this have there looking out to the environmental issues to have the diecasting the teeming over
launching the prolix along wit usages od subsequent promotion. This is tending to be helps full
to the company as developing the number of the promotional strategies in order to have the
proper communication with the stakeholders.
The company Starbucks have the top of mind in the having the various level of activities and
initiatives through the usage of the digital marketing platform for the communications . In
addition to that’s the company have the recommendation over there to have the development of
4

the community programmes at locals level as healthy programmes and chai projects as ethical
sourcing options providing benefits to farmers, coffee, tea and cocoa sourcing areas,
environment friendly techniques (Santika, 2018). As social platform, the company tends to using
the technology for promotion like the “tweet Tazo tea ” campaign along with developing the
feedback systems through the “My Starbucks Idea”, loyalty program and gift cards.
The company have there had the official level of slogan with officials’ mission which is to have
the inspiring and the nurturing the human spirit as one person, one cups and one neighbourhood
with the Tazo tea. On the other hand , the firm will have the reality on the word of mouths
which is termed to be beneficials for increasing the way of brand awareness and more level of
brad loyalty as per the introducing the taglines of their trendiness and creativity freshness in
order to be establishes itself all around the world as permanent manner.
Place
The place is aspect of the marketing mix which in order to have the factor responsible for the
increasing the reach of customer over the products. this can be related to the physical store on the
development of online shopping to increase the reach of customer in the effective manner. this
have the relation to there to be in the relation to the special level of restaurant or the take away
centres or may be in the communication of online fact sots or the direct via cytology (Glowi,
2017). This factor is holding the major level of responsibility to have the right level of
distribution of the channels along with strategies to be differentiated form the customer.
The firm tends to have the clear level of vision over the direct and personals relationships have
the direct supply in from producers to the consumers (Bui, Nguyen and Pham, 2017). The
company will have the altering the consumer traffic by the operating the tea bars in addition to
the coffee bars as traying to them in way of localizing the sheath outlets to make the customer to
have the enjoyable level of experience in the perfect’s manner. Place management is the process
of making places better. This is practiced through programmes to improve a location or to
maintain an already attained desired standard of operation so as the though the business will have
the clear level of setup on the in Southampton in which the décor is almost breach which is
fitting to the location. The firm will have the usage if the one channel of distributions as the
selling the product through the owned stores or the direct retail systems the firm have the 100
varsities of the coffee and teas which will be helps the customer gains the competitive
advantages is the perfect manner
5

Prices
The concept of the price is been used to create the value to the product and services as this
palsy as the important role in developing the different factor which can be accomplished with the
suitability of practices among the customer to gains the consumptive advantages over the
different competitors in the perfect manner (Fischer and Roy, 2019). The company should have
the proper level of analyse in their customer price stativity’s along with gaming more level of
markets shares and increase the predictability.
For the Starbucks while innovating the new product along with other owe of the new palace
have been considered as risky factor in order to make the proper level of analysing of the factor
which is defecting the business profitability, market share and more obvious into particular sales.
So the pricing objective of the company is to attach for level of customer at the perineum pricing
specially the one who are tea lovers as it have the major level of offering of the experiences. In
order to gains the compositive advantages the company have the different pricing strategy as
there as the customer can have the refilling of the tea as may time as they have the want.
The firm have the tending to make the expansion of the stores with increase in the major level of
value-added services which can be such as the breakfast pairing which the of the pricing tactics
to conquer more level of customer form the compositive firmer in the perfect manner (Ziliani,
2019). This combo have been launched especially for the customer who are price conscious and
provided thee breakfast along with cup of coffee or tea as per there preferences.
Marketing mix
Recommendation
Product the company should make there very number of the offering of the food and drink
options including the mains categories for the breakfast product such as, cakes & cookies,
muffins, pastries & doughnuts, fresh fruit, bottled soft drinks, tea, espresso beverages, filter
Coffee, Frappuccino blended beverages, refresh, and cold brew.
Price
The firm should have the major level of focus on the relative pricing strategy by offering the
premium level of items such as combo of the low cost product and high price items as in order
have the justification to the higher price competition.
Place
6

The firm should go for the décor of the sheaths outlets along with creating more level of
conforms zones. This is adding more attraction to customer in perfect manner.
Promotion
There is need to have the usage of more level of social media along with cresting the snaps chat
video and YouTube to attracts more of the younger and hunger youth.
Physical evidences
Starbucks offers customers an inviting atmosphere. It has adopted a new approach to store
designs.
People
The firm should look to have marinating the equality and diverse strategy providing the each
employer to [provide equal opportunity in order to be customer centric companies and customer
focal points.
Process
The interaction tends to begin with greeting to customer by asking them to have their placing
of order and make the further level of payment to be served and flawed away.
Critical self-refection
More or less this portfolio have been the real challenging task which have made to make the
large level of effort to accomplish the various label of requirements in the completion of the
report. In order to have the framing the objectivise of the market research and discussing all the
factor of the marketing mix let mee to have the clear level of understand over the different aspect
of the business in the perfect manner. The implementing of the case study Starbucks let me helps
to understanding all the aspect of marketing mix have the clear level of dependence on each
other in order to formulate the strategy in the effect manner. I have developed the presentation
and time management skill in the compilation on there portfolio in perfect manner. I have faced
major level of changeling as in the discussing the preparation of the questionnaire on the
SurveyMonkey website. this is a lot time tasking process along with analytical skill
development excursive which have improved my decision-making power. There were the
various level of issues which have been faced during the preparation of portfolio as make the
justification over the usage of the different promotion and projections strategy which leads to
more level of complication in understanding the report. I have developed more of the academic
skill and personal development ones. there were the providence of the proper guidance for the
7

teach and friends which have helped in the proper level of analyse over the varsity level of skills
and further level of development in the perfect prefer.
8

REFERENCES
Books and Journals
Online
Khan, S.K.B.N.Z., Yusop, Y.B.M. and Baharudin, F.B.W., 2018. Starbucks Market
Segmentation and Targeting.
Al Iradah, M., 2018. AN ANALYSIS OF COMMUNICATION TOOLS TOWARDS BRAND
TRUST ON GREEN MARKETING ASPECT (CASE STUDY: STARBUCKS).
Santika, W., 2018. INFORMATION CREDIBILITY TOWARDS BRAND TRUST IN GREEN
MARKETING USING STRUCTURAL EQUATION MODELLING (A CASE STUDY IN
STARBUCKS).
Bui, T.Q., Nguyen, H.V. and Pham, N.T., 2017. The Effects of Selected Marketing Mix
Elements on Customer-Based Brand Equity: The Case of Coffee Chains in Vietnam. PRIMA:
Practices & Research in Marketing, 8(1).
Ziliani, C., 2019. GETTING LOYALTY RIGHT: BARILLA AND STARBUCKS. Loyalty
Management: From Loyalty Programs to Omnichannel Customer Experiences, p.18.
Fischer, D. and Roy, K., 2019. Market Entry in India: The Curious Case of Starbucks. Rutgers
Business Review, 4(2).
Glowik, M., 2017. 4.7 Case study: Starbucks. Global Strategy in the Service Industries:
Dynamics, Analysis, Growth, p.156.
Li, C.Y., 2018. Consumer behavior in switching between membership cards and mobile
applications: The case of Starbucks. Computers in Human Behavior, 84, pp.171-184.
9

10

11

12