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Chapter 1 – Introduction
1.1 Introduction
Marketing Planning – A case of Starbucks in UK, The core aim of the research is to study the marketing planning of the Starbucks, the UK in a detailed manner. Starbucks is a multinational coffee shop operating in almost every region of the world. There were many factors which contributed to the success of the business. Some researchers highlight that the marketing strategy of the Starbucks in the UK is one of the most prominent reasons behind the progress of Starbucks in the UK over the years. The first chapter of the dissertation discusses the background to the research, motivation and rationale for the research, research objectives and research questions and significance of the study. Lastly, the chapter discusses the application of current research in the modern era and highlights how it can help the companies and academic literature.
1.2 Background of the Research
In the view of Homburg, Kuester and Krohmer (2013), the marketing planning of an organization is important to study the causes behind the success of an organization. Often, the role of marketing strategy is very important in the development of the organization but it is not credit accordingly. The effectiveness of marketing strategy is highly dependent upon the marketing planning of the company. The marketing planning is very broad and it covers all the aspects starting from identification of need, product design to promotion of the product. The Starbucks in UK is one of the leading coffee restaurants around the globe and it is considered that the effective marketing planning played a visible role in the progress of the company at initial stages and still plays a significant role in the sales generation and customer retention of the company (Ferrell and Hartline, 2012). According to Pickton and Broderick (2001), the marketing planning or marketing strategy of a company does not only define the promotions but these cover different aspects primarily including the 4 Ps of marketing.
The marketing plan considers the strategy that will be used to identify the customer need and design the product accordingly, price the designed product, place it as per the convenient of target market and promote the product to create awareness and satisfy the targeted customers. In the view of Doyle and Stern (2006), the focus of marketing strategy in the beginning is to identify the customer needs and select an appropriate need where the company wants to tap the market. Once the company has been able to identify the needs, wants and demands of the target customers, then it is important to communicate and deliver the communicated value to the customer in the form of a product or service.
As the product has been delivered, then the focus of marketing strategy is to collect the feedback from the customers and build the relationship with them. The relationship building is an important step to make the customers long-term customers.
1.3 Motivation and Rationale of Study
The rationale behind conducting the research on marketing planning of Starbucks in UK is that arguably it has one of the most effective marketing planning around the globe. Starbucks in UK has progressed well due to numerous factors primarily including their innovation and satisfying the customer needs over the years. Another rationale behind this research is that the marketing planning in general has got more focus in the recent years so studying the marketing planning of one of the biggest coffee shops will help understand the dynamics of marketing planning as well.
There are several factors which motivate the researcher to conduct this study. Firstly, the increasing appetite of companies towards marketing and promotions have motivated me to conduct this research study. Secondly, it is forecasted that marketing will play an even greater role in the society in future as compared to what it is playing now; it also motivates the researcher to conduct this research. Lastly, https://thedocumentco.com the researcher has a personal interest in the field of marketing which has motivated him to conduct the research on the topic as it will enhance his knowledge in the related field as well.
1.4 Research Objectives
Every research aims to achieve certain aims and objectives; the objectives of the current research are as follows:
• To study and analyse how the marketing planning is carried out in the case of Starbucks, UK.
• To analyse the importance of strategic marketing planning in creation of a brand and its overall brand equity specifically in the case of Starbucks, UK.
• To critically study the practical implications of different marketing principles in the case of Starbucks.
• To recommend the Starbucks on how they can improve their marketing planning to strengthen their business.
The objectives stated above need to be achieved by the course of this research.
1.5 Research Questions
The research questions to be answered by this research are as follows:
• How the marketing planning is carried out in the case of UK?
• How important is strategic marketing planning in creation of a brand and overall brand equity of the organization?
• What are the practical implications of different marketing principles in the modern era?
• In what ways can the Starbucks, UK improve its marketing planning to strengthen its business?
1.6 Significance of the Research
The research has got great significance for the researcher, companies and other readers interested in expanding their knowledge regarding marketing planning as well especially in the case of Starbucks in UK. Firstly, the research is important for the researcher himself as it will help me explore the concepts of marketing planning in general and marketing planning pertaining to Starbucks UK in specific. The research is also important for the Starbucks in UK or people working in the marketing sector in general because they will come to know about current trends of marketing in the coffee industry and what can they do to prosper the market. The research also carries significance for other readers as they can enhance their knowledge about the marketing strategies in general and Starbucks, UK in Specific. The research will help the readers understand the marketing planning of Starbucks, UK and its impacts on the company in a detailed manner.
1.7 Application of Current Research in the Modern Era
The current research has significance and application and significance in the modern era because the focus on marketing planning has increased significantly by the companies. Firstly, the research is applicable in the modern era due to the fact that different companies around the globe aim to achieve the success and generate sales by effective marketing. From the case of Starbucks in UK, these companies can learn how they can do effective marketing planning in their respective industries. This research will give them an idea on where these companies can put their focus to achieve the success. Apart from that the research will also clear the concepts of layman people who do not understand what marketing planning is and how it works. This indicates that the research carries importance for both the companies and common people in the modern era. The importance of this research may increase with the passage of time as more companies are now customer focused and aim to plan their marketing activities.
1.8 Outline of the Chapters
Generally, the dissertation consists of five chapters and varies to 7 chapters at times. This dissertation consists of standard five chapters which cover different aspects in order to achieve the objectives of the research. The brief introduction to different chapters of dissertation is given below:
Chapter 1: The chapter covers the introductory aspects of the dissertation in a detailed manner. The discussion in first chapter focuses on rationale behind research, motivation for researcher, research objectives, research questions and numerous other aspects necessary to introduce the research to the target audience.
Chapter 2: The second chapter of this dissertation is aimed at discussing the research title and concepts related to research title based on the findings of past researchers. The chapter primarily covers broader aspects of marketing planning and marketing strategies; very little part is spent on Starbucks in UK because the case of Starbucks in UK is discussed in data analysis in detailed manner.
Chapter 3: The third chapter is focused on methodology of the research to highlight how the research is carried out. The chapter discusses major concepts related to methodology and then highlights the relevance of these concepts to the research.
Chapter 4: In the view of different researchers, the data analysis chapter is perhaps the most important chapter in a dissertation. This chapter will discuss how the Starbucks in UK planned their marketing strategies and how those planned strategies were implemented. The chapter will also discuss the impacts of these marketing strategies on the Starbucks in UK from different aspects.
Chapter 5: The last chapter of the dissertation is focused on conclusion and recommendations based on the data analysis and literature review studied. The chapter also provides recommendations to the future researchers based on the conclusions drawn from the research.
1.9 Chapter Summary
The research purposes to study the marketing planning of Starbucks, UK and analyse the impacts of those marketing strategies on the company’s growth and profitability. The chapter highlights that the marketing planning is an important aspect of the overall marketing by companies and there is a need for further research in the given area. The researcher is motivated to conduct this research considering the scope of the research and personal interest. The research carries significance for the individuals, companies and government altogether and the research findings will be applicable in the modern era. Lastly, the chapter highlights the outline of the dissertation to give the readers an idea about the next chapters.
Chapter 2 – Literature Review
2.1 Introduction to the Chapter
The second chapter of the dissertation focuses on the literature review related to the research title in the view of past researchers. The chapter highlights the research gaps that will be fulfilled during the course of this research. The chapter discusses the introduction to marketing and its importance. Then the scope of marketing strategies alongside the importance of those strategies is discussed in a detailed manner. The chapter also analyses the impact of marketing strategies…
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