STARBUCKS

Starbucks



Task # 1: Be able to complete Marketing Audits1

a)In line with the scenario above review the charging perspectives in marketing planning.1

b)Appraise the organisations capability for planning its future marketing activity.1

c)Compare techniques used by Starbucks and other companies for auditing and for examining external factors which affect marketing planning.2

d)Apply organisational auditing and analysis of external factors which marketing planning to Starbucks or another company agreed with you subject tutor.3

Task 2: Understand the main barriers to marketing planning4

a)Examine the main barriers to marketing planning for Starbucks.4

b)Identify how Starbucks may overcome barriers to marketing planning.5

Task 3: Be able to formulate a marketing plan for a product or service7

a)Write a marketing plan for one of Starbucks products (you may choose an alternative company with the agreement of your tutor.7

Marketing Plan of Starbucks7

b)Explain why marketing planning is essential in the strategies planning process for Starbucks or an alternative company with the agreement of your tutor.8

c)Identify and assess techniques that Starbucks could use when developing products.9

d)Evaluate recommendations for pricing policy, distributing and communication mix within Starbucks.10

Pricing Policy10

Distribution Channels10

Communication Mix10

e)Explain how factors affecting the effective implementation of the marketing plan have been taken into account.11

Task 4: Understand ethical issues in marketing12

a)Explain how ethical issues influence marketing planning at Starbucks.12

b)Identify examples of how organisations, including Starbucks, respond to ethical issues.12

Working in Sweatshops12

Using Forced or Child Labour13

Maintaining Safety, Health, and Environmental Standards13

c)Examine examples of consumer ethics and the effect it has on marketing planning.13

References15

Starbucks

Task # 1: Be able to complete Marketing Audits

In line with the scenario above review the charging perspectives in marketing planning.

There is so much enthusiasm that is emanating the coffee giant that is based in Seattle renowned as “Starbucks”. Just before a year, a new coffee blend known as blond roast was brought in by it. This new introduction engrossed some new customers who desire to have a lighter brand of coffee. Additionally, there are more edible items now for breakfast and lunch inclusive of more parched items in baked forms that are about to come soon because of the acquisition of La Boulange by the company, and also the juices with Evolution Fresh.

Though, the acquisitions with other businesses have played a significant role in the growth of the company inclusive of the momentous buying of Best Coffee of Seattle, as the growth of most of such stores has been organic. They also introduced the Starbucks Card for purchasing food and drinks from their outlets, which are providing an additional convenience to the customers, as they are enabled for topping up their cards and can use those as a method of payment.

Appraise the organisations capability for planning its future marketing activity.

Starbucks is in a fortunate and highly admired position, as it has approximately 18,000 stores globally of which around 13,000 stores are existed in the North America and the rest 255 stores are present in NY City. This leading position makes the company able to try new and innovative ideas every time. One of such approaches is the aperture of the foremost tea ...