MARKETING PLANNING

The Marketing Planning

[Date of Submission]

Introduction3

Discussion3

1.1: The Charging perspectives in Marketing Planning3

1.2: The Appraise of Organisational Capability for Future Planning4

1.3: Comparison of Techniques Used for Auditing5

1.4: Application of Analysis of External Factors and Organisational Auditing5

2.1: The Main Barriers to Marketing Planning6

2.2: Identification of Barriers and Methods for overcoming them7

3.1: Marketing Plan for a Product of Starbucks8

3.2: The Essentiality of Marketing Planning9

3.3: Assessment and Identification of Techniques Used for Development of Products9

3.4: Evaluation of Recommendations11

3.5 Factor Affecting the Effective Implementation of the Marketing Plan11

4.1 Ethical Issues influencing Marketing Planning12

4.2 Examples of Organisations Responding to Ethical Issues12

4.3 Example of Consumer Ethics and its Effect on the Marketing Planning13

Conclusion14

The Marketing Planning

Introduction

Originated in Seattle, Starbucks is a specialty coffee house. It has fifteen thousand outlets worldwide, today. A range of accessories, food items, cold and hot drinks is sold by the organisation.

Discussion

1.1: The Charging perspectives in Marketing Planning

A reasonable profit can be earned by the organisation depending upon the competitive price being charged. The pricing of service or product is involved in the pricing strategy portion of the marketing plan. The limit of charging the price for a required service or product depends upon the costumer's willingness to pay (Buhalis, 2000, pp. 97). With the comparison of offered prices, services and products to that of competitors, estimation of the benefits to consumers and a process of calculating the costs, enables an organisation to set its price. A combination of relative value, authority and quality is offered by Starbucks, which is also more than just an expensive coffee shop.

High value at a reasonable cost is the simple idea of Starbuck on which it sets its prices. A higher cost is more likely to be paid by customers, when they feel like they are getting a fair deal out of their money. To justify its costs, Starbucks had to maintain its peripheral products, customer service and quality controls in its coffee sourcing (Keller, 2000, pp. 147). With allowing the company to charge premium prices, the pricing strategy of Starbucks is more concerned with its positioning in the coffee market. Therefore, without even trying the products, the customers are willing to pay extra for new products introduced by Starbucks at higher prices.

Relative pricing is also used by Starbuck. Lower-cost items, like, the Seattle's Best line or the drip coffee along with premium items, like, espresso drinks are offered by Starbucks. Through comparison, Starbucks is justifying the higher price, by offering lower-cost alternatives along with higher-priced items since the risk by customer' selection of lower-priced items exists.

1.2: The Appraise of Organisational Capability for Future Planning

The core competencies of Starbucks are evident in its organisational capability to harmonize its expertise in exceptional marketing strategies. Only few companies have proven themselves to be skilful at radically changing the preferences and behaviours of customers in established markets, quickly entering emerging markets and inventing new markets. With the creation of products or compelling functionality, to make an organization capable of infusing products is the decisive task of companies and Starbucks is ...