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Marketing planning Table of Contents Marketing planning 1 Table of Contents 2 Introduction 4 Section 1: Marketing Audits 4 Organizational Audit 4 SWOT Analysis 4 Value Chain Analysis 7 BCG Matrix 9 Environmental Analysis 10 PEST Analysis 10 Competitive Analysis 12 Porter’s 5 Force Model 12 Section 2: Barriers to Marketing Planning 13 Barriers to marketing planning and overcoming barriers for Starbucks 13 McDonald’s ‘Ten S’ approach 14 Section 3: The Marketing Plan 16 Why Starbucks needs to be innovative 16 Pricing, distributing and communicating new products within Starbucks 17 Marketing plan for new product of Starbucks 18 Section 4: Ethical Issues 20 Reference 21 Bibliography 23 Int
People enjoy coffee while reading books, listening music or just gossip with friends and family. Specifically matching the regional culture and taste, the company strategically placed their products. It was one amongst the Fortune 100 top companies in the year 2005 to work for (Williams & Curtis, 2007, p. 221). Section 1: Marketing Audits Organizational Audit In order to understand the company’s strength and weaknesses, opportunity and threats the SWOT analysis of the firm has been performed to find the internal and the external environmental situation of the company. SWOT Analysis Strength Product diversification- huge range of products like coffee, baked foods, music cds etc. Well known developed brand image with online presence and copyright logo. The company has their own retail and international stores and don’t depend on franchisee. The locations of the stores are very strategically placed to attract more customers. ...
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