UKCBC unit 7 marketing principles 3
More than understanding the Marketing mix, it is more important to execute it perfectly. In this section of the report, we will discuss the application of marketing mix and how they are executed in practical. This section will also discuss the difference between the international strategies and the domestic ones.
The existing segment of the Starbucks is the affluent class who can afford the price of the coffee the company offer. Following is the detailed discussion: –
The new segment, which can be proposed for Starbucks, is the younger generation who have started exploring different taste and also look for a perfect hangout place. Following is the detailed discussion:
Marketing products and the services of Starbucks can be clearly compared with McCafe which is also very popular and quite different from Starbucks. McCafe sells little cheaper coffee and the class which have at McCafe is entirely different to that of people at Starbucks (Civi, 2013).
There is the difference in price, products and even the services are quite different in both the organisation. Starbucks service is more personalised while McCafe services relatively less personalised and professional.
International marketing is quite different to that of a domestic one. The simple reason for this is while entering into a new market, the culture and taste and preferences of the customers completely differ (Luan & Sudhir, 2010). The company need to take into consideration the taste and culture of new market and modify accordingly. Following are two marketing strategies which Starbucks used to market the product: –
Application of marketing mix is the most crucial activity in the marketing process and of this is done in a proper manner than the company can succeed (Luan & Sudhir, 2010). So this step should be taken very carefully and after much analysis.
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