Marketing Mix Case Study by ABCs

Marketing Mix
An outline of the principles of defining and applying the marketing mix.
# 111934 | 1,475 words | 6 sources | APA | 2009 | US
Published on Feb 05, 2009 in Business (Companies) , Business (Marketing)


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Description:

The paper discusses and explains the four critical areas of any company's marketing strategy, which are product, price, promotion and place. The paper continues and discusses these principles with specific reference to the Starbucks operation.

Outline:
Introduction
The Marketing Mix Explained
Analyzing Starbucks' Marketing Mix

From the Paper:

"That combination of innovation and focus on being able to executive product delivery globally is a sustainable competitive advantage. Starbucks has steadily grown their cold and hot drink menu equally in terms of product offerings, and continues to experiment with light lunch, mainstay bakery items, and seasonal fruit and bakery goods. The approach to this product strategy however is muted and not as pronounced on their website as it is in their stores. The majority of revenue growth in Starbucks however comes from recently added drinks. Starbucks' two competitors are relying on these higher-end beverages, both pictured with mounds of whipped cream, as dessert replacements and communicating their product strategy as being one of an affordable luxury. "

Sample of Sources Used:

  • Andreas Birnik, Cliff Bowman. (2007). Marketing mix standardization in multinational corporations: A review of the evidence. International Journal of Management Reviews, 9(4), 303-324. Retrieved September 4, 2008, from ABI/INFORM Global database. (Document ID: 1388991701).
  • Booman Estelami (2008). Consumer use of the price-quality cue in financial services. The Journal of Product and Brand Management, 17(3), 197-208. Retrieved September 3, 2008, from ABI/INFORM Global database. (Document ID: 1497869651).
  • Haren Ghosh (2006). Modeling the effects of marketing mix variables on umbrella branding in a segmented market. American Marketing Association. Conference Proceedings, 17, 355. Retrieved September 3, 2008, from ABI/INFORM Global database. (Document ID: 1169417431).
  • Terry Grapentine (2006). Marketing Mix. Marketing Research, 18(1), 4-5. Retrieved September 3, 2008, from ABI/INFORM Global database. (Document ID: 1035196971).
  • Abel P Jeuland, Steven M Shugan. (2008). Managing Channel Profits. Marketing Science, 27(1), 52-69,142,144. Retrieved September 1, 2008, from ABI/INFORM Global database. (Document ID: 1456935631).

Cite this Case Study:

APA Format

Marketing Mix (2009, February 05) Retrieved May 30, 2023, from https://www.academon.com/case-study/marketing-mix-111934/

MLA Format

"Marketing Mix" 05 February 2009. Web. 30 May. 2023. <https://www.academon.com/case-study/marketing-mix-111934/>

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