Marketing Planning Essay Example | Topics and Well Written Essays - 1500 words

Marketing Planning - Essay ExampleStarbucks would essentially adopt a value delivery based dissemination strategy that would imply that the company adds value in each of the stages of distribution (Hooley & Graham, 2008, p.6). Starbucks would also try to undertake a vertical backward integration that would economic aid the company reduce the cost leakage and would also enable greater value creation. This would help generate cost advantage that could be passed on to the customers as price discounts. Moreover, a backward integration would also enable the Starbucks to generate greater value in the finished overlap in the form of crack quality standards as it would enable the firm to have greater control over the supply chain increasing its bargaining power to a goodish extent. This would also help the company to create entry barriers for new entrants. In addition to pricing and distribution market communications also plays a major(ip) role in the success of a product in the market . Starbucks would adopt an integrated marketing communication strategy that would include using multiple conduct of communication. Considering the fact that Starbucks has its operation spread around diverse areas of the globe hence a glocalisation strategy of thinking globally and acting locally would be followed by the company across its entire line of business. This would imply that the company would essentially take into account the local culture and sentiments of the target market age implementing the marketing communication strategy.... Considering the fact that Starbucks has its operation spread around diverse areas of the globe hence a glocalisation strategy of thinking globally and acting locally would be followed by the company across its entire line of business. This would imply that the company would essentially take into account the local culture and sentiments of the target market while implementing the marketing communication strategy (Carey, 2007, p.143). New Produc t Launch New product development includes a number of steps beginning from judgment generation, idea screening, evaluation, prototype launch, final screening and actual launch (Waters, 2006, p.278). A new product to be launched by Starbucks would be a smoothie that would be a blend of coffee and chocolates. The product would come up with fruit flavours that would essentially include local fruits as well as seasonal fruits. The new product would be positioned as a drink with a nutritional value that would also have a good taste and nutritional value. The product would be targeted at the younger age group of 15-45 years. The company would launch this new product simultaneously across all the markets that are being currently served by the company. In this regard the company would add local tastes and flavours that would help the company easily popularise the product. This would be in line with the glocalisation strategy of thinking globally and acting locally (Hamel, 2001, p.100). Sta rbucks would adopt an effective integrated marketing communication strategy that would essentially use different media sources including the print as well as electronic media. Billboards and hoardings would be also used to promote the new product. In addition attractive initial discount