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Introduction to marketing Essay Example

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Introduction to marketing

Recently, Starbucks have partnered with Apple to collaborate and sell music as well as provide a new kind of coffeehouse experience to the customers (Lingley, 2009).The report is aimed at analysing the marketing environment of Starbucks. The marketing analysis will involve application of value chain analysis other tools of marketing. The stress will be more on the marketing mix of the company and recommending the company some better ways to do business and achieve better results.This analysis determines aspects of the operation that create value for the firm along with those, which do not. This analysis is crucial because the company would earn above average return only when the value created would exceed the cost incurred.Inbound Logistics: Starbucks involves company agents to choose the coffee beans and also to communicate regarding quality standards of the product to suppliers and organising the supply chain management (Dudovskiy, 2012).Marketing and Sales: Starbucks have traditionally never invested considerably in advertising or promotional campaigns, unlike many other big companies. They instead have high reliance on quality of the product that they offer and the subsequent positive word-of-mouth generated (Lee, 2010).Service: Starbucks have always emphasised on impeccable service, given the fact that the customer base is premium who expects a service well-aligned to their status. The company boasts of loyal customers as they have successfully achieved the desire consumer level through their service.Technology forms the key force in the present market. A recent research conducted by KPMG indicates that the most significant impact is made by engaging the consumers through social media and digital channel (KPMG, 2013). The back office is also evolving as the research showed that respondents had stressed on the plan of implementing cloud computing service in their operations (KPMG, 2013). In another report, it has been found out that the food and drinks manufacturing industry has been contributing 18% revenue of the total manufacturing sector in the UK. Operating with 400, 000 employees, this industry is able to contribute to 16% of the workforce in manufacturing sector. UK exports £19 bn of food and drink products to the trading partner, Europe (Food and Drink Federation, 2014). The UK food and drinks industry spends over £350mn into R&D by virtue of which they produced over 16000 new

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preview essay on Introduction to marketing
  • Pages: 8 (2000 words)
  • Document Type: Essay
  • Subject: Marketing
  • Level: Undergraduate
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