RESIT - STARBUCKS CASE STUDY
STANISLAVA ATANASOVA
191890
NANDA SLANGEN
,MODULE 1 ............................................................................................................ 2
SERVICES MARKETING ................................................................................................ 2
MARKETING MIX ...................................................................................................................... 2
CONCLUSION ...................................................................................................................... 5
MODULE 2 ............................................................................................................ 6
MARKETING ENVIRONMENT ....................................................................................... 6
DESTEP ANALYSIS ..................................................................................................................... 6
TREND ONE .......................................................................................................................... 8
TREND TWO ...................................................................................................................... 8
MODULE 3 ............................................................................................................ 9
SEGMENTATION .......................................................................................................... 9
WHAT IS MARKET SEGMENTATION? ....................................................................................... 9
REQUIREMENTS FOR SUCCESFULL MARKET SEGMENTATION........................................... 9
CONSUMER PROFILES 1 & 2 ......................................................................................... 10
WHY DOES STARBUCKS SEGMENTS THE CHINESE MARKET? .................................. 11
MODULE 4 .......................................................................................................... 12
BUYER BEHAVIOUR ................................................................................................... 12
WHAT IS CUSTOMER BUYING BEHAVIOUR? ........................................................................ 12
PURCHASE DECISION PROCESS....................................................................................... 12
WHAT ARE THE FACTORS OF INFLUENCE WITH MILENIALS? ...................................... 13
MODULE 5 .......................................................................................................... 15
VALUE CREATION ..................................................................................................... 15
HOW DOES STARBUCKS CUSTOMIZE ITS PRODUCTS AND SERVICES TO THE NEEDS AND
WANTS OF THEIR CUSTOMERS? .................................................................................................. 15
HOW DOES STARBUCKS CREATES VALUE FOR GENERATION Y IN CHINA? ................. 16
REFERENCE LIST: ................................................................................................. 18
Reference Module 1 ......................................................................................... 18
Reference Module 2 ......................................................................................... 19
Reference Module 3 ......................................................................................... 20
Reference Module 4 ......................................................................................... 22
Reference Module 5 ................................................................................................ 23
, MODULE 1
SERVICES MARKETING
This assignment aims for understanding the service marketing mix. To
accomplish that I will compare and describe why there might be differences
between Starbucks China and Starbucks UK market.
In order to do that successfully, it’s important to say that the marketing world
is evolving every day and it’s not a surprise that the marketing mix changes
with it too. When compared to the past, the marketing mix now consists of 7
P’s rather than only 4. To conduct this properly I will give the definition of every
P individually.
MARKETING MIX
➢ Product - In today world, this can be an item or service that’s created to
satisfy the target group needs.
➢ Price - This is the amount of money that is exchanged for a good or
service. (Verhage and Visser, 2018) The price depends on the production
costs and the value added to the item.
➢ Place - Refers to the point of sale. The place determines how the
company makes sure their products are being sold to customers.
(Verhage and Visser, 2018) Location, location, location.
➢ Promotion - Refers to all activities undertaken to make the product or
service known to the user and trade. (the economic times, 2018)
Promotion includes all the different types of communication companies
use to tell customers about their services or products. (Harvey, 2017)
➢ People - This concerns not only the customers but the employees of the
company also. When it comes to branding and marketing, the company’s
employees are the ones that deliver the product or service to the
customer. That’s why companies must be careful with hiring and training
their employees. (Harvey, 2017)
➢ Process - The basic process should ensure the same level of service
delivery to every customer, at any time of the day, on any day. Within this
process, there should be defined areas where a customer preference can
be accommodated to provide a unique experience. (Luenendonk, 2014)
➢ Physical evidence - An easy way to describe would be that the physical
evidence is the evidence of the existence of the company as a brand.
STANISLAVA ATANASOVA
191890
NANDA SLANGEN
,MODULE 1 ............................................................................................................ 2
SERVICES MARKETING ................................................................................................ 2
MARKETING MIX ...................................................................................................................... 2
CONCLUSION ...................................................................................................................... 5
MODULE 2 ............................................................................................................ 6
MARKETING ENVIRONMENT ....................................................................................... 6
DESTEP ANALYSIS ..................................................................................................................... 6
TREND ONE .......................................................................................................................... 8
TREND TWO ...................................................................................................................... 8
MODULE 3 ............................................................................................................ 9
SEGMENTATION .......................................................................................................... 9
WHAT IS MARKET SEGMENTATION? ....................................................................................... 9
REQUIREMENTS FOR SUCCESFULL MARKET SEGMENTATION........................................... 9
CONSUMER PROFILES 1 & 2 ......................................................................................... 10
WHY DOES STARBUCKS SEGMENTS THE CHINESE MARKET? .................................. 11
MODULE 4 .......................................................................................................... 12
BUYER BEHAVIOUR ................................................................................................... 12
WHAT IS CUSTOMER BUYING BEHAVIOUR? ........................................................................ 12
PURCHASE DECISION PROCESS....................................................................................... 12
WHAT ARE THE FACTORS OF INFLUENCE WITH MILENIALS? ...................................... 13
MODULE 5 .......................................................................................................... 15
VALUE CREATION ..................................................................................................... 15
HOW DOES STARBUCKS CUSTOMIZE ITS PRODUCTS AND SERVICES TO THE NEEDS AND
WANTS OF THEIR CUSTOMERS? .................................................................................................. 15
HOW DOES STARBUCKS CREATES VALUE FOR GENERATION Y IN CHINA? ................. 16
REFERENCE LIST: ................................................................................................. 18
Reference Module 1 ......................................................................................... 18
Reference Module 2 ......................................................................................... 19
Reference Module 3 ......................................................................................... 20
Reference Module 4 ......................................................................................... 22
Reference Module 5 ................................................................................................ 23
, MODULE 1
SERVICES MARKETING
This assignment aims for understanding the service marketing mix. To
accomplish that I will compare and describe why there might be differences
between Starbucks China and Starbucks UK market.
In order to do that successfully, it’s important to say that the marketing world
is evolving every day and it’s not a surprise that the marketing mix changes
with it too. When compared to the past, the marketing mix now consists of 7
P’s rather than only 4. To conduct this properly I will give the definition of every
P individually.
MARKETING MIX
➢ Product - In today world, this can be an item or service that’s created to
satisfy the target group needs.
➢ Price - This is the amount of money that is exchanged for a good or
service. (Verhage and Visser, 2018) The price depends on the production
costs and the value added to the item.
➢ Place - Refers to the point of sale. The place determines how the
company makes sure their products are being sold to customers.
(Verhage and Visser, 2018) Location, location, location.
➢ Promotion - Refers to all activities undertaken to make the product or
service known to the user and trade. (the economic times, 2018)
Promotion includes all the different types of communication companies
use to tell customers about their services or products. (Harvey, 2017)
➢ People - This concerns not only the customers but the employees of the
company also. When it comes to branding and marketing, the company’s
employees are the ones that deliver the product or service to the
customer. That’s why companies must be careful with hiring and training
their employees. (Harvey, 2017)
➢ Process - The basic process should ensure the same level of service
delivery to every customer, at any time of the day, on any day. Within this
process, there should be defined areas where a customer preference can
be accommodated to provide a unique experience. (Luenendonk, 2014)
➢ Physical evidence - An easy way to describe would be that the physical
evidence is the evidence of the existence of the company as a brand.
