Elements of Marketing Process Assignment

Elements of Marketing Process Assignment

introduction
The principles of marketing are used to promote products to users. Starbucks Corporation is the largest coffee house globally with shops at 64 locations. It is located in Seattle, Washington, and was founded in 1971 as a local coffee shop by Jerry Baldwin (Starbucks: Our Heritage, 2014). The company is successful in increasing its base from other countries in the United States. One part of the sale of tea and coffee by corporation through its outlet, in the sale of food items, mugs and tumblers, marketing of films, books and albums etc. Starbucks has established its brand image by renewing its innovation and innovation in stores and products (Starbucks, 2014). The local flavor and culture in the coffee shop has contributed to attracting local customers.

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Work 1: Marketing concept and process
LO 1.1: Elements of Starbucks Marketing Process
According to the Chartered Institute of Marketing, the marketing process is related to developing a positive image of a product when used by the customer. For this, in order to produce the right product (Baines, Filling, and Page, 2013) in the correct amount and at the right time, a considerable amount of planning is needed. American Marketing Association refers marketing to developing, communicating and exchanging goodbyers in the form of substantial activity for buyers, customers and society (Cotter P., 2008). The key elements of the marketing process are suppliers, companies, competitors, marketing intermediaries and consumers.

SWOT Analysis Starbucks

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The requirement and evaluation of SWOT is important to facilitate quick penetration in the market, where business is to be operated. Starbuck's strength lies in its global presence, product innovation, quality and profitable business. Based on the strength, Starbucks can use it for advertising purposes and weaknesses can be cured and can then be represented as product improvement. Opportunities will help Starbucks to identify places where extensive marketing plans will have a positive impact. It will also help customers provide access to accessories for the sale of entertainment goods and expansion of business globally (Starbucks, 2014). As the external factors affecting the business, the danger will help Starbucks to take in situations that are beyond its control. Dangers are seen as the increasing cost of dairy and coffee products, competitors are inclined towards the young generation coming up with similar models of marketing and product brands as well as fizzy drinks instead of coffee. SWOT analysis of Starbucks strength, weaknesses, opportunities and threats will help the company set goals for the future.

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LO 1.2: Profit and Cost of Marketing Orientation
Market orientation is to align the structure and culture of the company in order to provide excellent value and satisfaction to the customers and to be efficiently demonstrated by the corporation. Here the primary focus of the company is to learn about consumer needs rather than product innovation (Pride & Ferrell, 2007). In order to respond promptly and timely to the needs of the customers, a high level of market research and intelligence is needed which will go a long way in developing relationships with the consumer.

To avoid business loss, companies become market oriented. The benefits of research on Marketing Orientation revived the brand to introduce new strategies to reduce the risk of advance investment by selling Starbucks partnership models, reselling coffee brands, selling instant coffees and other products from retail stores Has led. The cost of marketing orientation for Starbucks will be very large when it leases the services of private company. When a customer goes to a shop, it can be reduced by doing a consumer survey. For market orientation activities, a company requires significant costs in technical infrastructure and construction of resources (Sahih M., 2008). The company needs to collect, analyze and use the customer's opinion and data to create a business strategy that will meet the customer's needs of care, quality and service.

The advantage and cost of marketing orientation for Starbucks is that it helps all employees focus on all levels for a customer-focused approach. It helps in getting immediate feedback and is suited to the market changes required by customers as products or changing taste (Starbucks, 2014). Market Orientation has helped Starbucks incorporate the local flavor menu.
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Task 2: The concept of division, targeting and positioning
LO 2.1: Micro and gross environmental factors affecting marketing decisions
Microeconomics are the internal factors that have been analyzed in theoretically with the analysis of Porter's five powers (Murray-Webster, 2010). These five forces are competitive, the bargaining power of buyers, hundred of suppliers

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