Marketing Concepts at the Starbucks Company

Marketing Concepts at the Starbucks Company EXECUTIVE SUMMARY It has been argued by some people that they think marketing contributes to evils appearing in the world caused by the criticism referring to the effects caused by advertising. None of the critics are true because marketing is about finding the best strategy for gathering information about how consumers behave in the market providing those products that could satisfy their needs and wants when they are needed at that particular time such goods should be of good quality. This report will give a clear understanding of what marketing is all about its elements, benefits and costs of a marketing approach in todays business. The Micro and Macro environment concept the factors that influence marketing decisions. Segmentation criteria used for product in different markets. Factors influencing the choice of targeting strategy and the concept of buyer behaviour affecting marketing activities. How product development helps to sustain competitive advantage also process of how distribution can be arranged to provide customer convenience. DEFINITION OF MARKETING Introduction Researchers such as Chartered Institute of marketing came out with the conclusion that marketing in United Kingdom has changed rapidly in the last 30 years which is due to the advanced technology. Customers are the centre heart of the marketing, where by marketing is not only about selling the products, organisations need to have a clear picture of marketing concept and the importance of it in meeting the organisation objectives. Different authors came out with their own definitions of marketing as follows; Marketing is a human activity directed at satisfying human wants and needs Phillip Kotler, He finalise that marketing involve the process of selling and buying the products or services which is conducted in a professional way such as through advertising, promotions, social networks etc that aims at meeting the customers satisfaction.  [1]   The American Marketing of Association came out also with the definition of marketing saying that is an activity which set institutions that is processed to create a message that could be delivered to the customers also exchanging offerings that have value for customers, clients, partners, and society at large. The American Marketing of Association  [2]  . They have viewed that marketing is about going beyond what organisation does encompassing the great extent of activities that marketers undertake making sure their message is about certain product or services reach the customers that is marketing. P. Kotler and G Armstrong defined marketing as the process were by companies tend to create products of value for customers and building strong customer relationships in order to capture the value from customers in return  [3]  . Principles of marketing page 3. Authors came out with this definition due to that fact that marketing is not only involving on selling and buying it includes social and managerial process too where individuals and organisation as well can obtain their needs and wants through the process of exchanging value with others. American Marketing Association 1985 came out again with another definition of marketing which they said that is a process of planning by executing the process of pricing, planning and distribution of ideas that goods and services could create exchange that satisfy individual and organisational objectives. They explained that marketing is a process which is performed within the organisation  [4]  . Marketing strategy and competitive positioning pg 7 CHARACTERISTICS OF A MARKETING ORIENTED ORGANISATION Kohli and Jaworski (1990) defined marketing orientation as one or more departments engaging in activities directed towards the process of developing an understanding of customers such as their buying behaviour which is current and future needs and the factors affecting them, sharing of this understanding across departments and the various departments engaging in activities designed to meet select customer needs.  [5]  Marketing strategy and competitive positioning pg 8 It is argued that social and economic justification of customer wants and needs while at the same time meeting organisational objectives which is based on understanding that a sale does not depend on aggressive sales force, but rather on a customer decision to purchase a product  [6]  Introduction to Marketing 9th Edition pg 8. Characteristics of a marketing oriented organisation are as follows. Concentrates on the products that meets the customer needs and wants which are different from their competitors. Integrating the activities conducted within the organisation such as production to satisfy such wants. Making sure long-term goals are being achieved within the organisation by satisfying customer wants and needs legally and in a response way. A market oriented organisation need to identify their competitive arena and competitors which by knowing their strength and weakness which is assessing what the competitors are intending to do in the future or tomorrow and what they are doing today that could help the organisation to come out with better strategy to win the market share. MARKETING CONCEPT Felton (1959) defined marketing concept as a corporate state of mind that exists on the integration and co-ordination of all the marketing functions which, in turn, are melded with all other corporate functions, for the basic objective of producing long-range profits. It is characterised by achieving organisational goals which depends on identifying he needs and wants of the target markets and making sure desired satisfaction of the customer are delivered in an effective and efficient way than what competitors do. Kotler ELEMENTS OF MARKETING CONCEPT IN STARBUCKS COMPANY Starbucks is a leading retail company selling different flavours of coffee, snacks, to its customers. It started in US in 1971 then opened more branches in across all over UK high streets having 650 stores in UK and Ireland in 1998. Starbucks is targeting all kind of group such as young age, middle age also old age. Starbucks as one of the example showing how they have described the elements of marketing concept in their organisation which are customer orientation, organisation integration and mutually profitable exchange. CUSTOMER ORIENTATION MARKETING ENVIRONMENT IN STARBUCKS. An organisation can be structured in the certain ways that implements the goal of the organisation such factors can be interfered externally which is termed as Macro environment and internally known by Micro environment. Environment can change due to certain circumstances where by the organisation such as Starbucks can manage such change by having marketing plans, proper promotion, well distribution manner and proper pricing method in advance in case changes happened. Macro environment analysis These are the forces that affect the organisation externally in a very large part such as political, economical, social and technological (PEST) Political Factor This is relating to the huge amount of tax imposed to the business by the government which tend to interfere the organisation activities when it wants to maximise its profit. Political factor from other branches in other countries where could be wars, dictatorial government, civil wars that may influence the marketing environment of the organisation. Also laws imposed to the organisation where by the government restricting shops from selling alcohol at certain time, ethics practice child labour, health and safety, fair trade etc which organisations need to practice them. Economical Factor Economic factors such as recession which hard a big impact to the different organisations also to the consumer ability to purchase their product due to been unemployed and having debts. As UK joined European Union introduced free movement of goods and services that result to the occurrence of competitions among the organisation. The way income is distributed among the individuals impact the marketing activities such as higher income earners, middle and low earners these are economic factor influence marketing segmentation and decisions. Social factor Social factors that influence marketing decisions are such as demographic factors which is relating to the population where when the population increases creates good opportunity for the marketing activities but if it decreases results to great impact in the market. Age, marketers tend to target their market according to the number of age available in an area. Behaviour also may influence the marketing decision where by some ethnics may not be able to purchase certain products due religion aspects also due to consumers different in taste, style and fashion some may like the products others may find them not attractive. Technological factor This is spread of advance technology which is changing the world in rapid state where now consumers can buy their products online; or decide to but coffee machines and make their own coffee at home organisation can market their products through various social networks such as Facebook, Twitter which are being used by the people regularly such factors does influence marketing decisions when they decide to plan their marketing activities. PORTERS FIVE FORCES Porters Five Forces Model can be used by the company to identify its opportunities and threats of their competitors. Starbucks can use such model to be able to enter new reach markets. Starbucks has few competitors such a Cafe Nero, Costa coffee, Coffee republic such find it hard to compete with Starbucks due to that Starbucks have got good opportunity in the volume of operations. Starbucks is the leading coffee retailer in the world having good brand. (Kembell). Threats that Starbucks faces are cities that have small number of population due to having low number of competitors that Starbucks find it hard to compete. Starbucks is well known in the coffee market for its innovation and strong product differentiation. Starbucks has introduced the prepaid debit card; Seattles Best launched its version. STAKEHOLDERS ANALYSIS Stakeholder is any person who has the direct or indirect interest in the company. Examples of stakeholders are customers, suppliers, government, employees, other agencies etc. Stakeholders are of the great importance to any organisation without them the organisation wont be able be able to survive, their needs need to be met by organisations such operating marketing activities in ethical way, abiding to the laws and regulations regarding to business, protecting the environment from any harm, they can manage to sustain the marketing activities etc If such needs are not fulfilled they have the power to cause destruction in the marketing plan and decisions.

The Issue of Non-Human Intelligence :: Biology Essays Research Papers

The Question of Non-Human Intelligence Human beings have long assumed that they were at the pinnacle of the evolutionary pyramid thanks mainly to their more complex brain. They believe that this advanced brain makes them not just more intelligent but categorically different from all other organisms. Recent advances in the fields of neurobiology and anatomy have begun to chisel away at this most scared of human assumptions and demonstrate that human brains, and the intelligence associated with them, are not categorically different than other animals. Instead the research indicates that intelligence is on a continuum from "lower" animals to "higher" ones. These findings led to new fields of research which sought to gain a better understanding of intelligence and its evolution by comparing the behaviors and the brains of various organisms. Despite existing for many years and being supported by researchers in fields as varied as biology and linguistics there have been nearly as many steps backward as there have been forward. The central dilemma in studying intelligence is to come up with a universally acceptable definition of intelligence. Many researchers define intelligence as the ability to use language and create tools to manipulate the environment. While this definition may seem fairly logical, especially because humans seem to be the axiomatic example for this definition, many researchers argues that its anthropocentric nature is too limiting. By placing parameters on intelligence which only humans meet, and lower primates fit to varying degrees, it is inherently impossible to find "intelligence" in any other species. A second problem with this humanist definition of intelligence is that it is based largely on human introspection and the knowledge that we are conscious, rational, linguistic animals(1). Kenneth Marable argues "if the same criterion that are used to rule out non-human intelligence were applied to humans without the benefit of introspection, we would doubt even our own intelligence"(1 ). One of the first goals of inter-species intelligence studies was to create a quantitative scale to measure the intelligence of animals. Since the administration of IQ test to many different species seemed illogical, researchers turned to using scales which compared the size of an animal's brain to the size of its body; this value was known as the Encephalization Quotient. The Encephalization Quotient (EQ) "allows researchers to ask the question: 'Is the brain of a given species bigger or smaller than would be expected, compared with that of other animals its size?

Beowulf: the Film vs. the Text

Throughout time, many stories have been altered to suit a particular time period. Often times a film’s adaptation is much different than text adaptations while the two can also be very similar. Over the span of hundreds of years there have been multiple interpretations of Beowulf detailing the similarities and differences between the 2007 film and the various text versions. The portrayal of both King Hrothgar’s and Grendel’s appearance and personalities are different in the film than in the text.In the motion picture version, he was portrayed as being an unstable alcoholic. This quote from the film demonstrates this, â€Å"I want mead! Give me some mead, my queen† (Beowulf: Top Ten Quotes)! In the film King Hrothgar is also portrayed as being a disgrace to his wife, in the written version on the other hand he was portrayed as a noble and mighty king who was adored by all his loyal subjects. ‘They said that of all the kings upon the earth he was the m an most gracious and fair-minded, kindest to his people and keenest to win fame† (Beowulf: Top Ten Quotes).In the movie, there was mention of an affair that King Hrothgar had. This quote from the film exposes the queen’s pain as she discovers the affair, â€Å"How could I ever lay with you, knowing you laid with her† (Beowulf: Top Ten Quotes)? In the text edition there is no evidence of any affair. In the picture Grendel had a very apathetic appearance. In the written material he was personified as an enormous monster thatis feared by ? Hamilton 2 all of Herot. This quote demonstrates his tormenting of the people by Grendel. There have been many great men who have come, but in the morning there was nothing left but blood on the floor, and the ventures, and the walls† (Memorable Quotes for Beowulf (2007)). In the film Grendel had the ability to speak and he was sensitive to light and sound. The way details and events were explained was different in one of th e two versions. In the film for example, King Hrothgar commits suicide, there is no evidence in the text supporting this.The film implies that Beowulf takes interest in the queen, while in the text there is no evidence of any romantic interest among them. This line from the film shows Beowulf’s interest, â€Å"Me It's not me he wants, my queen† (Memorable Quotes for Beowulf (2007))? The film states that Beowulf not only had an affair with Grendel’s Mother but also had a child with her. In the movie Beowulf marries the queen after Hrothgar’s death and eventually cheats on her similar to how Hrothgar did.The text details a tower that was dedicated to Beowulf after his demise; however the film eludes any mention of a tower. Wiglaf was crowned king before Beowulf’s demise in the movie but the text insinuates that the crowning occurred after his death. The battles were illustrated differently in both variations. For instance â€Å"The Battle with Grend el’s Mother† never transpired; instead she had a child with Beowulf. In â€Å"The Battle with Grendel†, the film insinuates that the men were awake when Grendel attacked and he also attacked numerous men.In the text on the hand, the men were asleep when he attacked and he only attacked Wiglaf. In â€Å"The Battle with The Dragon† viewers learned that he was actually Beowulf’s son. Throughout time there have been multiple analyses of Beowulf detailing the similarities and differences between the 2007 film and the various text translations. There are a wide range of differences in the film versus the text. These differences range from something as little as the appearances of main characters to the depiction of major events and details. Beowulf: the Film vs. the Text Throughout time, many stories have been altered to suit a particular time period. Often times a film’s adaptation is much different than text adaptations while the two can also be very similar. Over the span of hundreds of years there have been multiple interpretations of Beowulf detailing the similarities and differences between the 2007 film and the various text versions. The portrayal of both King Hrothgar’s and Grendel’s appearance and personalities are different in the film than in the text.In the motion picture version, he was portrayed as being an unstable alcoholic. This quote from the film demonstrates this, â€Å"I want mead! Give me some mead, my queen† (Beowulf: Top Ten Quotes)! In the film King Hrothgar is also portrayed as being a disgrace to his wife, in the written version on the other hand he was portrayed as a noble and mighty king who was adored by all his loyal subjects. ‘They said that of all the kings upon the earth he was the m an most gracious and fair-minded, kindest to his people and keenest to win fame† (Beowulf: Top Ten Quotes).In the movie, there was mention of an affair that King Hrothgar had. This quote from the film exposes the queen’s pain as she discovers the affair, â€Å"How could I ever lay with you, knowing you laid with her† (Beowulf: Top Ten Quotes)? In the text edition there is no evidence of any affair. In the picture Grendel had a very apathetic appearance. In the written material he was personified as an enormous monster thatis feared by ? Hamilton 2 all of Herot. This quote demonstrates his tormenting of the people by Grendel. There have been many great men who have come, but in the morning there was nothing left but blood on the floor, and the ventures, and the walls† (Memorable Quotes for Beowulf (2007)). In the film Grendel had the ability to speak and he was sensitive to light and sound. The way details and events were explained was different in one of th e two versions. In the film for example, King Hrothgar commits suicide, there is no evidence in the text supporting this.The film implies that Beowulf takes interest in the queen, while in the text there is no evidence of any romantic interest among them. This line from the film shows Beowulf’s interest, â€Å"Me It's not me he wants, my queen† (Memorable Quotes for Beowulf (2007))? The film states that Beowulf not only had an affair with Grendel’s Mother but also had a child with her. In the movie Beowulf marries the queen after Hrothgar’s death and eventually cheats on her similar to how Hrothgar did.The text details a tower that was dedicated to Beowulf after his demise; however the film eludes any mention of a tower. Wiglaf was crowned king before Beowulf’s demise in the movie but the text insinuates that the crowning occurred after his death. The battles were illustrated differently in both variations. For instance â€Å"The Battle with Grend el’s Mother† never transpired; instead she had a child with Beowulf. In â€Å"The Battle with Grendel†, the film insinuates that the men were awake when Grendel attacked and he also attacked numerous men.In the text on the hand, the men were asleep when he attacked and he only attacked Wiglaf. In â€Å"The Battle with The Dragon† viewers learned that he was actually Beowulf’s son. Throughout time there have been multiple analyses of Beowulf detailing the similarities and differences between the 2007 film and the various text translations. There are a wide range of differences in the film versus the text. These differences range from something as little as the appearances of main characters to the depiction of major events and details.

Taking a Look at the Manhattan Project - 1536 Words

Although the Manhattan project was a bomb it was the psychological effects of the two bomb droppings that did more damage than the actual destruction caused. The projected was started through United States concern that the Germans were developing a similar weapon. It was kept a well guarded secret and when it was used for the first time on a city caused a horrible shock. The decision to use the bomb was not made lightly and had many different reasons behind it. It was made especially hard after seeing the actual destruction it could cause because unveiling the technology would lead to others wanting to replicate it. In the end though it was used on Japan and though it caused less damage than previous air raids it lead to their surrender. While nuclear fission was believed to be possible in Germany since 1938 it was not put into actionin the United States until 1943. That year Allied scientists created a plan to use the fission to build an atomic bomb before the Germans could. In earl y 1939 word spread like wildfire that Germany had learned hot to split an atom. The fears this struck in the scientific community encouraged scientist, like Albert Einstein, who fled Nazi persecution, and Enrico Fermi, who escaped Fascist Italy, to approach the President. They wanted to express the dangers of the technology and to urge him to start an atomic research program in the United States. Fermi decided to travel to Washington only to be faced with the fact that no one else felt theShow MoreRelatedHow A Text And Then Searching The Internet For Websites, Videos, And Images1124 Words   |  5 Pagesthe interactive website on the Manhattan Project. This website is â€Å"interactive in the sense that it is designed with the flexibility to meet the needs of a variety of users.† On this website, we can find a lot of information relating to the history of uranium research and the far-reaching effects of the research into the current era. 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First, you’ll need to analyze them to find the important information that is relevant to the topic at hand. Taking notes on details is always a good first step. Re-watching the video or rereading the source can also help you clarify concepts that might be confusing at first. Write down all the information that is new to you. Pay attention to when a new personRead MoreEthics And Its Impact On Society, Ecosystem, And Wellbeing Of People And Environments1488 Words   |  6 Pageslevel of resistance that can be incorporated with a project in regards to disaster. At the point when death toll either independently or substantial quantities of fatalities-are a probability, there is an immediate relationship to the moves that designers will make when planning or assessing framework. Civil engineers have a specific enthusiasm for safety safety since the civil engineers design bridges, roads, and other infr astructure projects that have the potential for noteworthy death toll. TheRead MoreThe Creation of the Worlds Deadliest Bomb Essays1867 Words   |  8 Pagesenergy to create a weapon which could decide the fate of the war. Roosevelt created the Manhattan Project, its goal is to create an Atomic bomb. The project was given to the Army Corps of Engineers who were going to lead and run the project. The Manhattan Project was effective because of bold leadership and scientific advancements that resulted in the creation of the world’s most deadly weapon. The Manhattan Project needed a leader who could finish the job as soon as possible while keeping it a secretRead More Imperialistic Attitude Conveyed in Jonathan Swift’s Gulliver’s Travels and Voltaire’s Candide1551 Words   |  7 Pagesexemplified so well in the Spanish conquistadors in America, the â€Å"noble† conqueror and king Alexander the Great, and so many more nations and figureheads to mention. These people were and seemingly still are venerated as heroes for finding knew lands, â€Å"taking them†, and becoming incredibly wealthy off those lands resources. On a much darker yet more realistic note, these adventurers destroyed many cultures and lives in the process, sickeningly all in the name of good will. After all, a country’s economicRead MoreRevelation, When The Fifth Seal Is Being Open By Jesus The Manhattan Project Essay2233 Words   |  9 PagesAccording to the Book of Revelation, when the sixth seal is being open by Jesus t he Manhattan Project is already in the thought planning phase. In June 1942, God’s strategy proves the Manhattan Project is, a methodical effort run by the military [under great secrecy], and once complete will be a turning point in World War II . In other words, in John’s vision, the sixth seal is a warning to all humans that any problem of any hour is solvable, and for those who are no longer part of his Kingdom of