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Unit 4 Marketing Principles - SWOT analysis - Level 4 Diploma in business

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Program: Diploma in Business

Unit Name: Unit 4 Marketing Principles - SWOT analysis

Level: Level 4

Task 1
1.1 You are to prepare a SWOT analysis of the organization and explain the importance of using SWOT analysis as marketing tool.
1.2 Next present and evaluate the marketing objectives of Starbucks and explain how defining marketing objectives can help a business to develop marketing strategies. How does this contribute to the benefits of costs such as market orientation as customer satisfaction, desired quality, service or customer care, relationship marketing etc?

Task 2:
2.1 Start this task by analyzing any three micro and three macro environmental factors influencing marketing decisions in Starbucks.
2.2 After that propose which segmentation criteria would be the most applicable for Starbucks to use for their products in different markets. (Use examples of at least two different segmentation criteria)
2.3- Thinking about a range of products and services Starbucks offer, choose a targeting strategy for a one of them and propose a positioning strategy for this product
2.4- Demonstrate how buyer behaviour affects marketing activities in different buying situations. Provide here two examples of buying situations which marketing managers in Starbucks should in your opinion especially consider.
2.5 New positioning strategy for Starbucks coffee:

Task 3:
3.1 -Start by explaining how products in Starbucks are developed in order to make sure that competitive advantage is sustained. You should focus here on the differences in products between Starbuck and different coffee shop. Provide at least two examples.
3.2 - Next, you are to explain distribution strategies used by Starbucks. Think about customers' convenience and satisfaction in relation to distribution channels used.
3.3 In the next part, you are to analyse pricing strategies used by Starbucks. Provide an explanation how prices are set in relation to company's objectives and market conditions (competition, current economic situation etc.)
3.4 Promotional activity is a must for every organization. Make a research into promotional activities of Starbucks and illustrate how promotional strategies used by this organization are integrated and related to marketing objectives of the organization.
3.5 - Finally, at the end of this task you were asked to provide short analysis of additional elements of the extended marketing mix based on the example of Starbucks.

Task 4:
4.1 -To begin with, you are asked to plan and prepare marketing mix for two different segments of market in Starbucks. Use here an example of one existing segment and propose the second, new one. Design for both segments marketing mix plan (4P).
4.2 Your task is also to illustrate differences in marketing products and services to business rather than consumers. Next to Starbucks, use here an example of another organization.
4.3 Finally your report will end with the evaluation how and why international marketing differs from domestic one - use here at least two examples of marketing strategies Starbuck used to market their products internationally.


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