STARBUCKS

Starbucks Marketing Activities



Starbucks Marketing Activities

Elements of marketing process

Marketing is a vast topic, which is not proposed by one author. Various authors in different situations define marketing. According to Kotler (2008):

“It is a process by which groups and individuals obtain what they wish for, by the help of generating and exchanging products or services with others.”

According to Chartered Institute of Marketing (cited by Cox, Housden & Parkinson 2012):

“Marketing is a process made by management in order to recognize, anticipate and fulfill requirements of customers and to gain profit.”

These definitions are based on a path, which is to provide benefits to customers by exchanging products or services. Therefore, if these two definitions are studied with respect to Starbucks coffee company, then 'Chartered Institute of Marketing' reflects the activities done by the Starbucks Company (Czinkota & Ronkainen 2007).

The Starbucks nature of business is to focus on the quality and responsibility of fulfilling their duties with hospitality. Therefore, they are delivering their products with kindness by fulfilling the needs of customers. In this way, they are satisfying their customers and gaining the global presence. The above stated definition focused on a process that involves the satisfaction of customers by delivering better output in terms of the taste, quality, availability and variety.

Starbucks Elements of Marketing Process

Following are the important marketing elements of Starbucks:

Working with enthusiasm and follow the rules, policies and norms

Gain the customer loyalty by providing them with better quality products with higher reputation

Expand the business and their products into various parts of the world

Focus on the profitability and provide updated products so that customers can enjoy great taste and variety of Starbucks

Maintaining peace in the future and proper integration of functions

To achieve sustainable market position through its growth and stability

The marketing strategy of Starbucks focus on the customer satisfaction, moving towards the third-place, delivering perfect cup of coffee, creating community, developing smart and creative partnership, innovativeness and marketing of the brand

Engaging customers into their communication

These are the common elements of any business. The elements of marketing that are mentioned above provide the benefits to the company in order to gain sustainable position in the market. Moreover, the aim of the company is to satisfy needs within the given cost. The objective and mission of Starbucks is to inspire and give the humans a natural taste by showing the generosity and hospitality to customers because they think that serving humanity is their responsibility. In this way, they are also achieving the growth globally and having the stability in their profits.

Evaluating the benefits and costs of a marketing orientation for Starbucks

The approach of cast and benefits help the organization to understand that either their plans are effective and efficient for them or not. It also helps in evaluating that whether the organization is able to perform their activities and functions for the present and for the future, and will the company be able to gain competitive edge based on its sustainable development. The cost and benefits of marketing approach is ...