Marketing Planning - Essay Example

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Extract of sample
Marketing Planning

Starbucks would essentially adopt a value delivery based distribution strategy that would imply that the company adds value in each of the stages of distribution (Hooley & Graham, 2008, p.6). Starbucks would also try to undertake a vertical backward integration that would help the company reduce the cost leakage and would also enable greater value creation. This would help generate cost advantage that could be passed on to the customers as price discounts. Moreover, a backward integration would also enable the Starbucks to generate greater value in the finished product in the form of better quality standards as it would enable the firm to have greater control over the supply chain increasing its bargaining power to a considerable extent. This would also help the company to create entry barriers for new entrants. In addition to pricing and distribution marketing communications also plays a major role in the success of a product in the market. Starbucks would adopt an integrated marketing communication strategy that would include using multiple channels of communication. Considering the fact that Starbucks has its operation spread around diverse areas of the globe hence a ‘glocalisation’ strategy of thinking globally and acting locally would be followed by the company across its entire line of business. This would imply that the company would essentially take into account the local culture and sentiments of the target market while implementing the marketing communication strategy. ...Show more

Summary

Marketing communications play a major role in the success of a product in the market. The paper "Marketing Planning" analyzes different components of marketing such as pricing, distributing, communicating new products, new product launch etc. on examples of Starbucks and KFC…
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