UNDERSTANDING MARKETING AND EVENTS (1100 WORDS)
• Explain how special events are defined and classified
• Explain the scope and impact of marketing and events within an organisation
• Describe the marketing mix and explain its role in a marketing strategy
• Apply basic event and marketing concepts (e.g., planning, coordinating, staffing, marketing, segmentation, targeting and position (STP), risk management, evaluation, etc.)
Assignment Questions
The first Starbucks opened in Seattle’s Pike’s Place Market in 1971, but stores didn’t start multiplying in significant numbers until the late 1990s. From 1990 to 2000, the franchise went from having 84 locations to 3,501. It was an impressive decade, but nothing exceptional compared to the additional 13,500 stores that have opened since the 2000. Starbucks is a place For Everyone. Many would agree that Starbucks serves up a high-quality brew that helps them power through the day. But coffee is far from being the only menu option. Stores today carry a small selection of food items and plenty of coffee-free beverages, making them friendlier to children and snack-seekers. Starbucks works hard on its ambiance. By now, most customers know what to expect when they enter through the heavy glass door, small green letters hanging overhead on the building exterior. A Starbucks interior in Los Angeles won’t look too different from one in Tokyo — a rich warm colour scheme, alternative music, organic-looking art, and baristas in green aprons. Everything about the interior of a Starbucks, from the warm aroma to the casual couches gives a sense of comfort. Starbucks is consistently convenient. The reliability of the Starbucks experience is the key to winning over customers’ loyalty. Baristas work quickly and keep long lines moving. When a customer walks into Starbucks, they know what to expect. Starbucks is one of the world’s largest coffee chain, with over 21,000 stores and counting in over 50 countries.
Using the above case study answer the following questions (your answers will form the main body of your report).
1. Explain how special events are defined and classified. Your definition should draw upon relevant core texts and examples (LO1–200 words).
2. Conduct a SWOT Analysis describing the main scope and impact of Starbucks’ marketing in relation to its main competitors. You should identify a minimum of three/four/five strengths, weaknesses, opportunities and threats. (LO2–200 words).
3. (a) Explain the role the marketing mix (4P’s/7P’s) and how Starbucks uses this to promote their brand. This could include specific examples of Starbucks events, promotional activities and target audiences. (LO3—300 words).
(b) Describe the marketing strategies and resources that Starbucks would use with the help of the sub-headings below;
(i) Creating their marketing strategy
• Segmentation
• Targeting and Positioning
(ii) Monitoring and Control
• Risk Management
(iii) Other marketing strategies
• Based on some of the above concepts, what would your marketing strategy be for a small community event? (LO4—300 words)