UNIT 7 MT 460 MANAGEMENT POLICY & STRATEGY

Unit 7 MT 460 Management Policy & Strategy

Unit 7 MT 460 Management Policy & Strategy

Marketing serves as a big necessity to the successful function of business. Improper marketing tactics or poor marketing analysis may prove to be a catalyst to unsuccessful business ventures.

Starbucks Soul is highly adept when it comes to appealing to the senses. According to Hanft Starbucks soul is masterful at wrapping its product in a deeply-textured gestalt (2007, para. 1). Thus, part of the marketing strategy is geared towards the experience of the consumer. Close attention and focus is placed on the ambiance of the store. The furniture, the lighting, and designs of the shop are carefully thought out to maximize the experience of the consumer. Through focusing on the experience of the customer, assuming that their experiences have been positive in nature, brand awareness begins to sink in. This marketing strategy highlights the uniqueness of Starbucks in relation to competitors in the same market.

At the beginning of September 2006, Starbucks temporarily reintroduced their original brown logo on paper hot beverage cups. Starbucks has stated that this was done to show the company's heritage from the Pacific Northwest and to celebrate 35 years of business, however the vintage logo has sparked some controversy due to the siren's bare chest.

Recently, an elementary school principal in Kent, Washington was reported as asking teachers to "cover up" the mermaid of the retro cups with a cup sleeve of some kind.

Starbucks Soul are very good at taking advantage of opportunties. In 2004 the company created a CD-burning service in their Santa Monica (California USA) cafe with Hewlett Packard, where customers create their own music CD.

New products and services that can be retailed in their cafes, such as Fair Trade products.

The company has the ...