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Marketing function is a task which help a company to distinguish and source potentially successful product for the marketplace they operate on and promote them by differentiating from similar product. Then, typical marketing function is a types within a larger business that are includes to perform that market research , such as making marketing plan , and goods development , market development  and the market penetration as well as the strategically take care of commercial , allocate for sale , customer service and the public relations.

The Starbucks Company got five types of the marketing functional, first marketing function are customer service and the public relations.  For an examples, customer service and the public relations is two vocation with too much in collaborative. After that, the two both of the company's position is face to face to work and maintain the firm's visualization, figure and interests. The main disparity of the two function is  to say that customer service is representative , as the name implies, works directly with customers while the customer relations is specialist most often deal with members of the media and other organizations.  The customer service is representative is to make the customer feel comfort and satisfy to buy product from the company. Customer service is representative to answer the question of the customer , solve the problem and the complaint  and make suggestion what the customer needs to improve your company. A customer service is totally can work apart from company, it also can work at the store , at a call center or even at home. Otherwise, the public relations is to contact the member of the media and write press releases to announce how clients program to entertain the society. Public relations is also maintain the relationship between the customer and the company to attract they to buy your product and they will be feel delightful and frame of mind will be much better.

Secondly, advertising, Advertising is for some specific needs, through some form of media, and consumption of certain costs, openly and widely pass information to the public means of publicity. The ads include non-economic advertising and economic. Non-economic advertising cannot point to profit for the purpose of advertising, such as government administrative departments, social institutions and even personal various public announcements, announcement and statement. Special advertising refers to only economic advertising, also called commercial advertising, refers to the profit for the purpose of advertising, usually commodity producers, operators and consumers to communicate between the important means of information, or enterprises occupy the market, marketing products, provide labour services an important form.

For distribution for sales is refers to the certain products and services in the process of transfer from producers to consumers, take ownership of the products and services or help transfer ownership of all businesses and individuals. Therefore, distribution channels include merchant middlemen and agent middlemen, in addition, also includes the starting and ending in the channel producers and final consumer or user. But do not include supplier, auxiliary.

For performing market research, performing market research is a systematic design, collection, interpretation and reporting of information to help marketers solve specific market problems or take advantages of market opportunities and it is important to help an organization to understand the customer satisfaction and buying behaviour and also help them to assess the market potential and market share.

For producing a marketing planning, Refers to the company marketing plan, the research analysis to the company market marketing environment, on the basis of company and various business units to the marketing goals and achieve this goal should adopt strategy, measures and steps of the specific provision and detailed instructions. Marketing plan is the tactical plans of the company, marketing strategy is "doing the right thing" for the company, and the marketing plan is to do things correctly. In the process of company's actual operation, marketing plan is often encounter cannot effective implementation situation, a situation in which is not correct marketing strategy, marketing plan can only be "worse", accelerate the decline of company; another case is unable to implement the marketing plan, marketing strategy cannot be transformed into effective tactics. Marketing plans to give full play to the role is based on the correct strategy, a perfect strategy cannot rely on the perfect tactics, but from another point of view, marketing plan implemented correctly can create perfect tactics, whereas the perfect tactics could make up for the lack of strategy, also can to a certain extent into strategy.



b) Explain how roles and responsibilities of marketing relate to the wider context.

The role of the customer service and the public relations for the Starbucks is to improve the relationship with the customer and interaction between customer to maintain the company prestige. Nowaday, the customer interaction is very important for a company, technology and the social media is changing the regulation of the customer promise. Today, the customer is not just listening what you are talking about, customer or consumer might be talking back to you and amongst themselves. It is therefore, the company should hear that what they are talking whereas that they  is complaint or otherwise, you should hear and make a record. It can make your company become more sucessful than before and more people will be more prefer your company because you make a big difference and make improvement.  Customer saying is not just talk to their friend, they are also talk to all  the world . If your company product is no as good as saying. They will snap and send to the website and all the people will know and people will not come to your company purchase the product. Nowaday, the relationship between the company and the customer is equal , and company should be more listening to their  opinion that can improve your company.  After making the improve , people will feel more comfort and your company will become more popular.

The function of sales for distribution for Starbucks is the company balance of channel types varies by product category. For example, they let the barista sell the coffee to their customer . The Starbucks`s Company will direct provide the product or the high quality of the coffee to the customer who want to purchase and another product the customer can also purchase from another store.

The function of advertising for Starbucks is using new paper, magazine, and show from the television, internet, and other way to promote their product to increase the sales. As an increasing number of new media, in accordance with the medium of advertising types will also be more and more; the Starbucks also follow the trend to update their advertising strategy.  

The function of producing a marketing planning for Starbucks is the Starbucks`s Company will using marketing mix to produce a marketing for their company to help their achieve the company`s goal and objectives. Before performing a marketing plan, the company will use the  SWOT analysis to analyse the strength, weakness, opportunities and threats to produce a proper marketing plan for their company and make the company become successful and improve the operations of the company.

The function of performing marketing research for Starbucks is to understand the marketing opportunities, ascertain the potential for success for new products and determine the feasibility of particular marketing strategy and also apply marketing to a business. Starbucks company using marketing research to create a marketing plan to promote a new product.


The function of performing marketing research for Starbuck is to understand the marketing opportunities, as certain the potential for success for new products and determine the probability of particular marketing strategy and also apply marketing to a business. Starbuck���s Company  is using the  marketing research to create and make a marketing plan to promote or launch a  new product and  carry out the product or establish the product for the purpose to let every people to  know about the new flavour or the new cakes & dessert of the Starbucks coffee. This technique can make Starbucks Company more improvement and it can become more better than before.

In the comparison of the KFC ,Nowadays, marketing is very important  to cooperate  in the organizational context. So, marketing plays an important role in establishing relationship with customer department. For example, customer and service department have to deeply understand the buyers persona such as the buyer needs and requirement, buyer problem, buyer interest and where the buyer spend their time and so on. Customer and service department probably know more about the buyers than the other department within a company because they often communicating with buyers in all the time. Marketing department are necessary to work more closely with customer department to get a better understanding about the customer's need to provide marketing benefits.

Marketing department plays important role in the product department. Product department is trying to make a better quality of product while the marketing department is trying to find the customer to purchase the product. For example, if a company has a good quality of the products, but nobody knows about it, the company still will fail. So that we need marketing programs which will become more effective when the marketing teams understand the different of the customer needs and targets.

c) Analyse the roles and responsibilities of marketing in the context of the marketing environment.

The Starbucks���s Company environment included the factors and the forces that maybe can affect the development of the Starbucks company to make it become difference and special.Otherwise, it maybe affect the manager���s ability while set up the business and maintain a good relationship with the consumer.This will make the company become successful so the company should be manage it as well. Microenvironment  is an element that in a organization���s area of the operations that affects the company���s performance and decision-making freedom . These factor include competitors, customers, distribution channels, suppliers, and the general public. Otherwise, the Macro environment is a all forces and the strength that are the part of the society and it can affect the micro environment. This term include the idea such as the economy, natural, demography, technology, forces, culture and the politics. Normally the organization is using the PESTLE to manage the company and let the company to operate as usual and make it become well known. PESTLE is a word from P for Political, E for Economic, S for Social , T for Technological, L for Legal, and the lastly E is for the Environmental.

The PESTLE analysis that make the Starbucks become well known is include, the political, economic, social, technological , legal and the environmental. First, the political factor is about the sourcing of the raw material of the Starbucks. This term has include a lot of concern from the politicians in the west and from the other sources countries. For this reason, Starbucks company persist to the community and the environment regulation. Other factor that Starbuck company is needed to follow the regulation and the laws  in the countries which the Starbucks buy the raw material.  Secondary, it is the Economic factor that make the company improve itself. The nonstop worldwide economic recession is the prime external economic driver  for Starbucks.  This factor can cripple the profitability of the Starbucks Company. This has firmly believe the buyer to shirt to the cheaper option . The company has also to operate the operation cost and deal to the rising labor. The inflationary environment and falling profitability maybe causing a lot of the stressful and maybe loss a lot of capital. After that, there is a Social factor that are influence the Starbucks Company. As already started, Starbucks can offer the cheaper products but it might have to sacrifice the quality of the product to prove that the product is better than the other product. This is the main social challenge that the start up faces of the company.  It will expand the customer needs to include the buyers from the lower and the middle income tier.  Then, it is the factor of the Technology in the Starbucks company. Starbucks is in a good position in the mobile waves. It is provides the apps to download on the phone and people can pay the money via phone and showing ur QR code of the Starbucks.Nowadays, Internet is the thing most important for all the people, so that the Starbucks   provide the free wifi for the people to suft the internet while buying coffee and can enjoying the coffee at Starbucks. Next, the following factor that is Environmental . Many Starbucks business is practices caring enthusiast and international advocacy team. Even the customer should be convey the issue they have, Starbucks company should take this advise into the company to hold customer���s trust.  The final factor of the PESTLE analyse is the Legal factor. Starbucks Company must be guarantee that it does not violate the constitution or any laws and regulations in the home market and countries from anywhere they buy the raw material. Starbucks company should also stay alert about the introduction of the caffeine product and consumption of the product by health authorities. It should make sure that the caffeine is not surpass the limit of harm to human.

( )

In the comparison of the KFC, Marketing environment refers to the factors that give impacts on an organization���s ability to develop and maintain successful relationships with customers. Marketing environment divides into macroenvironment and microenvironment factors. The macro environment factors included political, economic, social, technologies, legal and environment, whereas the microenvironment factors included customers, competitors and employees.


It was initially named " Kentucky Fried Chicken " which the location from where it first started but later on it was changed to KFC. Now people are consuming the same thing but their thought doesn't go to the fact how the product unhealthy it is. KFC is criticize by nutritionists all over the world for the act as they believe that selling unhealthy food is one thing but playing with people's psychology is wrong on many grounds. Nutritionists have claimed that advertising of fast food should be banned just liked cigarettes. More people die of heart diseases every year than of lung cancer because of smoking.


Yum's who owns Taco Bells, Pizza Hut and KFC was struggling in the Chinese economy where some of it ventures are growing at a slow pace and some even declining. People related it strongly with the chicken which is strength as well as a weakness for company because when other fast food can variety their menu to include items that are healthy and add variety, KFC had to stick to its chicken as people mostly go there for it. As people are becoming more health conscious sales of this venture have been taking constant blows. Each KFC new outlet gives employment about 20-25 jobless people so they are contributing to the ending unemployment.


If we try to do research about the social issues that concern about these fast food chains the most then top three must would be paying workers on the minimum wages, unethical treatment of animals and attracting children to their food. But first, if you are that big of an organization, operating in more than 100 countries and having revenue of the size of a small country's GDP then why don't you treat your employees better by paying them their due share. After all they are the ones who interact with customers, keep them happy. The chicken used for modified to store as much fat as possible that's why they become so heavy until they cannot walk on their legs. Children are the most innocent of all mankind and advertising to them, luring them through play areas and toys and showing alluring pictures of food, without mentioning the side effects is as much a crime as killing the innocent people.


KFC using location for targeting techniques to lure competitors customers to their outlets and they have been successful in this tactic as store visits per day have increased. They identified their target customers who are ready to eat food on their way home and since this happens often they want something affordable which they started putting their ads whenever these customers would search for the nearest food options, also the app would show the distance to measured the nearest outlet. This is the period of technology and more people becoming rely on their mobile phones. KFC has launched ordering and payment app which makes it more easier for customers to place their orders through smart phones and paying online. If it is for dine in or take out then the customer just had to check in to let the staff know that they are around the outlet and they do not have to wait in lines.


KFC buys its packaging material from a company which contributes in deforestation in order to make paper. Now with the passage of time our future generation will find no trees in the world because of this criminal action also there will be less rainfall, more pollution and more diseases. This paper company also employs underage kids to a part of their workforce in order to pay lesser wages to them. Moreover this deforestation has endanger wild life and those rare species which are on the edge of becoming extinct. KFC as a whole needs realize that the gravity of the situation and respond immediately to it.


In order to maintain the law and the order situation which they have to be in accordance with the local laws of the country in which they are operating, their financial statements need to be truth so that they can pay the fair amount in taxes. Since they are in the food business it is their  responsibility to follow all the standards of health and food safety, to make sure that raw material procured is free from all diseases and processing is done in a hygienic enviroment. There are a lot of law suits on them by their customers who have proof that they have been served faulty food, which is either uncooked or rotten. It has to reveal its financial position to them and include them in all the major investment decisions.

If we search for all the explanation about Kentucky Fried Chicken Company we can conclude that they are very big company which has been known around the world. They have a good management, secret recipe, international business strategy that supports KFC to be adhere in the customer's mind. They gather all the positive aspect to make them perfect. They have PESTLE analysis. These are the things that guide the company to become better and hope that they can make the company better or at least can reach the brighter future.


In the microenvironment factor, KFC has customers that from most of the market segments, which included child, teenager, adult and senior citizens. This can be considered as a big success for the KFC marketing department as they are successfully identified what the consumers need. KFC marketing also realize that the customers nowadays more prefer healthy lifestyle, so KFC produce the products in more healthy.

The main competitors of KFC in the marketplace are McDonald's, Chick-Fil-A, EI Pollo Loco, Popeyes, Greenpeace and so forth. KFC should compete with these competitors in order to earn more revenue. First of all, KFC marketing need to identify the strengths and weaknesses of the competitors. Then, KFC marketing must come up with different strategies to avoid the competitors��� weaknesses from occurring on them. The strategies must also have a function to help KFC to take the advantages from the competition.

d) Analyze the significance of interrelationships between marketing and other functional units of an organization.

Starbuck���s Company is a functional structure organizational, this organization is the most common type between the other organizational structure such as the division structure or the product structure. The companies uses the functional structure to divide the department by functions such as HR department, marketing department , finance department and the other. This way of the organizational structure can make company grows fast and it can be famous in the worldwide. This features relates with the hierarchy in the organizational structure of the Starbucks. For instance, the corporate HR department implements policies applicable to all Starbucks cafes. The department is cooperation with other department to complete the task.

Marketing Department plays an important role in establishing relationship with Finance department. For example, the Finance Department needs to do about the Closing account for the month and need to prove that the company is earning profit or loss. For the purpose to find out the answer, the Finance Department will require Marketing Department to help it gathering the data that the employee sells how many cups of coffee a day and it need to calculate it accurate. The cooperation between this two department will provide the benefit to the Starbucks��� company.This is because the money can help the company to add in more product to attract the people feel more unusual and feel nice when drink the coffee. Then, the Finance Department will prepare the money to buy the raw material to prevent the shortage of material without any delay.

Marketing Department plays an important role in establishing relationship with Human Resources Department. A Human Resources Department is trying to hire more people with many idea and creativity whereas the Marketing department is trying to find out more customer or consumer to purchase the product or the coffee. For an example, Starbucks Company has the greatest quality product and it is innovative,  if nobody knows it the company will still to go bankrupt because nobody was buying the product at the company and it has no money to turnover so it will close down rapidly. Marketing programs will become more effective when the human resources  find out the different of the customer needs and targets and bring forth new ideas to make the product become novelty.

Marketing Department are  also closely related with the Supply Chain Department. The function of Supply Chain Department is to manage the movement of the raw materials into an organization.They need to  make sure the supply of the raw material are safe and stability and it will require the professions of the Marketing Department. For example, Marketing Department noticed that the price of raw material will increase in the next year and Supply Chain Department will take action to purchase inventory as the buffer stock. This two corporate is need to cooperation very well and they cannot quarrel.

In the comparison of KFC,Marketing department of KFC work together with other functional units to perform better to achieve its objectives. The other functional units included finance department, human resources department, production department and Research & Development department.

The first is interrelationship between finance department and marketing department in KFC . The finance control all the activities related to money. Finance department  provides the budgets for other functional unit to ensure the budgets is under control and company is making profit.

Next is interrelationship between human resources department and marketing department in KFC. The human resources department recruit the workforce for the marketing department, like promoters, worker, delivery workers and others. But before the recruitment , the marketing department should provide the jobs description for  the human resources department to recruit the workforce.

Third is the interrelationship between the production department with the marketing department in KFC. whereby the products produced in production department later sent to marketing department to be distributed to the intermediates, retailers, resellers and consumers.

Last is the interrelationship between R&D department and marketing department in KFC company. When Marketing and R&D are truly focused on understanding and acting on customer needs, it makes both of their jobs easier and their results more productive!

e) Critically analyze and evaluate the key elements of the marketing function and how they interrelate with other functional units of an organization.

To ensure that the market function of the Starbucks Company is essential, corporation between the other department is necessary.Company needs to corporation with the other department  inside like the human resources department, finance department and the other. Advertising Department collaboration with Customer Department to continue the promoting capacity that is client administration and open connection. Advertising division will assembling the client data, for example, fulfillment about the company`s item, remark about the organization and other issue about the client. After the department collect the data, they need to share with each department to make the research and make evaluate about the customer needs.Otherwise, they also need to discuss and solve the problem what the customer meets, if customer don���t have any complaint or problem, they will do more alter to make the company become more better than before. After establishing the problem, the customer department will take the action to make the customer trust again the company who have loss of confidence with the company. So customer department need to make more activity to attract the consumer back and make they feel happy for the company when they buy the product. Customer department is also need to make a announce the advertise to prevent the company become worst.

After that, performing marketing research is one of the marketing functions for Starbucks is also the task for Marketing Department.When the Human Resources Department wants to hire  new employee into the company and it may need help from the Marketing Department because they need the Marketing Department help they evaluate the market product and the market acceptability about the new product if the market response is not good and the product will not release to the market; if the response is good the company will release the new product to the market.So the new employee is hire and they is more innovative and more idea to establish more product to sell it to the customer. When the company is making decision to release a new product into market, the first step is produce the product and produce product that require material.  Supply Chain Department need to supply the raw material to the company and sometime they will increase the closing inventory for material because the Marketing Department have been make a research for they about the price for material will be increase in the following year.So they need to buy more and store the material as buffer stock. For Starbucks, Finance Department is playing the part to assist in keeping to the budget and allowing flexibility for marketing to ensure that what the Marketing Department put into the business is at least balance if not the company may loss the profit, for example like promotion, research expense and other expense during doing research.For example, Starbucks will make a promotion such as buy 1 free 1 at some program like Christmas eve and the other program.

In the comparison of the KFC is, Marketing is the delivery of the right product to the right customer, at the right place, at the right time and at the right price through right communication and promotion. Marketing is often  challenging, and rewarding it can also be annoying and even disappointing. But it is never dull.

In KFC all the Marketing efforts are designed and combined in a logical and consistent way. They have the updated knowledge of market situation. They keep eye on the actions of the competitors. They consider that all employees are potentially, responsible, helpful and trustworthy and they have given them opportunity for growth, self-control and personal responsibility. They know that teamwork generate greater volume of production than does negative interpersonal competition. Now Kentucky Fried Chicken capturing the maximum market share. This is only due to outstanding marketing strategies adopted by the organization.

Marketing department is the main and most active department of the Kentucky Fried Chicken it perform all the main activities of the business. The purpose of the marketing department is advertising its products in the market and watch on the competitors that what they are doing. The department come out the new policies and satisfying the customers. The body of the department is combined of Marketing Manager, Assistant Marketing Manager and Planning Manager.

Question 2

a)Compare the ways in which different organizations apply the marketing mix (7P) to the marketing planning process to achieve business objectives.

The marketing mix alludes to the arrangement of actions, or tactics, that a company uses to advance its brand or item in the market. The 4Ps make up a typical marketing mix - Price, Product, Promotion and Place. Nonetheless, nowadays, the marketing mix increasingly incorporates several different Ps like Packaging, Positioning, People and even Politics as vital mix components.The Starbucks use marketing mix to achieve goals and make improve the company and let it operate well.


The Starbucks Company provide many product such as coffee, teavarna, espresso, cake & dessert. The Starbucks is very well known is worldwide because the Starbucks coffee is quality and best better than the other coffee shop.Otherwise the Starbuck���s employee serve the customer cordial.


Price is a most important part in a company. This is because a suitable price can make the company earn profit or loss. Customer will be also investigate the price before buy the product. Starbucks company will make a survey before setting a price for a product and it will make it become deserve and not so expensive. Starbucks produce the valuable coffee to every customer, so they can satisfy the consumer needs and customer will feel very happy when enjoy coffee in Starbucks.


Starbucks have many store in the worldwide such as the Malaysia, Taiwan, United State and the other place. Starbucks have open the store in 72 countries and territories. After that, the Starbucks official website also serve the customer by introducing the partner store in the world and how they can find the Starbucks company.


Starbucks share the promotion through media, online, public relations, advertising and other. Starbucks are share the newest promotion in the Facebook, Instagram, and other media. Starbucks used many advertising to promote the product to attract customer to buy the newest product and taste the different.


Starbucks has almost 182,000 working at the Starbucks. Starbucks company also provide a specific website to make the employee learn and serve customer better . The Starbucks company also traning the employee with standard and high quality traning to make they become perfect barista and serve a good quality coffee for customer.

���Physical Evidence

Starbucks has using a famous website as a channel to proof company  wealth and product to philosophy and customer support. The Starbucks`s physical environment where their products or services are sold and delivered have a significant impact on how their customers' experience their business. The Starbucks serve the customer with full of the heart and they want to make customer happy whole the day.


Starbucks is always finding a way to make sure that the production and provide service at the same time, the process management can ensure the quality of service availability and stability, for example the barista need to wash the bean before use to make a coffee. Without a good process management the quality of the coffee is not nice as thinking.

In the comparison of KFC is, Marketing Mix of KFC


The people involved in providing services to whose. The staffs whose working in the outlets are trained by the customers. They are provided with guidelines to communicate with the customers.


KFC does promotional activities by offering add-ons to the existing menu, gift coupons, T-shirt, Kids meal. For example, KFC promotes its products through LCD displays kept inside its outlets which promotes their products.KFC are using online advertising and always advertising on television.


The process starts when the customers are visiting the outlet. It also included if the customer order the products online. The simple the process it will lead to greater customer satisfaction.


Core product offering is fried chicken. Chicken burgers, Zinger and Tower burgers, Wraps. Variety of finger foods like crispy chicken strips and hot wings. KFC also come with Popcorn chicken and chicken nuggets. It has launched Flaming Crunch Chicken. Side dishes include French fries, bread, salad, and soft drinks.

-Physical Evidence

This refers to the physical environment of the outlets where the customers visit. The interiors are made according to the certain standards given by the parent company. This also helps in creating positive influence on the customer satisfaction.


As at 2014, KFC have 18,875 KFC outlets in 118 countries. Distribution based on franchisee and company run outlets. Delivered through online media as well. KFC had overtaken Pizza Hut in Quick service restaurants.


Their products are priced high and target the middle to upper class people. KFC using the Cost-based Pricing strategy. Pricing of the product included the government tax and excise duty. The products are bit high priced according the market segment and it is also comparable to the standard of their product. In the cost based method we include the variable and fixed cost.

b) Evaluate different tactics applied by organizations to demonstrate how business objectives can be achieved.

Marketing Mix for the Starbucks:


Starbucks specializes in coffee and related drinks such as espresso, teavarna, mocha and the other. The Starbucks sells the coffee, Italian-style espresso beverages, as well as the selection of premium tea. Otherwise, the Starbucks also provide the accessories such as the coffee bean, the Starbucks cup, the coffee machine and other. A Starbucks Latte is Espresso with steamed milk and the foam. After that, a Starbucks coffee Frappuccino is Starbucks coffee, milk and blended with ice. An espresso is strong , black coffee that is brewed by forcing hot water through coffee grounds . It���s more experience , concentrated and has more caffeine than regular. Tazo Tea is the Starbucks brand . There���s many , many different flavors and customer can get them as iced teas, lattes, hot and cold and the lemonades. An examples of Starbucks blended creams in the pumpkin spice frappuccino which includes pumpkin and traditional fall spices , mixed with milk and blended with ice,then topped with the whipped cream and pumpkin spices.


On the September 22,2010 Starbucks has announced that the coffee or the product might be raise money or prices due to increase price of the coffee beans , dairy and other raw material. Starbucks company is expert to maintain and balance the price for every customer or lower the price of some of its popular beverages, including certain espresso beverages. The product unlike the coffee , tea price are���t based on the size, instead it���s based on the number of the tea bags, since water is cheap in non bottle form.


Starbucks coffee Canada is located in Toronto, Ontario. The coffee Holding Company, Inc. Is located at 3475 Victory Blvd , Staten Island , in Staten Island, New York. Starbucks capital asset leasing company is located in Delaware. Starbucks coffees and tea were available in approximately 39,000 grocery and warehouse club stores, 33,000 of which were in the US and 5,500 in international market. The CPG segment includes packaged coffee and tea as well as branded products sold worldwide through channels such as, warehouse club, convenience stores and grocery stores.


Starbuck make a apps in the mobile phone and people can check the balance through the phone. My Starbucks reward program allows member to earn a free drinks after every 15 purchases at the Starbucks store. It���s rare for customer to find a Starbucks at billboard, ad space , newspaper or poster in places where you can expert to see advertisement for most other establishment, such as Mcdonalds? In 2001 Starbucks introduced the Starbucks card, a stored- value card for customer to use and reload and can using it to buy Starbucks drinks and dessert.


Starbucks has approximately 182,000 employee .Howard Schultz is the Chairman, Chief Executive officer of the Starbucks. Olden lee Interim Vice President and the Barbara Bass Director, Non Executive Board. Otherwise, Cliff Burrows is the President of Starbucks Coffee US, Troy Alstead is the Chief Financial Officer.

���Physical Evidence

The famous Starbucks logo ( which are green and features a partially nude siren) has stayed largely unchanged since its origin, However it has been altered to adjust to international sensibilities. Starbucks provides information on the product , career opportunities ,business partnership on its website. Starbucks stop using pre-ground beans in its stores in order that the grinding  of whole bean coffee will ���bring aroma , romance and theater��� to the American stores.


The Starbucks company���s international specialty operations are comprised of retail store licensing operations in more than 40 countries and food service accounts in Canada and the UK. The company ���s US specialty operations included licensed retail stores , food service accounts and other projects related to Starbucks���s main business strategy. Starbucks started a community website , My Starbucks idea , designed to collect suggestions and feedback from customers.

( )

In the comparison of KFC, Kentucky Fried Chicken (KFC) have two objectives are stated objective and implied objective. . First objectives in the stated objective are product development. In this objective the KFC do the increase variety on menu, introduce desert menu and introduce buffet to restaurants. Second objectives from the stated objective is introduction on the Neighborhood Program with menu items target African Americans in major cities with the items of greens, macaroni and cheese, peach cobbler and red beans and rise. Therefore, marketing mix is the most effective tools that can facilitate KFC to achieve the objective.

Others objectives is implementation on non-traditional units including the shopping mall food courts, universities, hospitals, airports, stadiums, amusement parks, office building and mobile units. After that, in this objectives want to increase profitability of KFC through the reduced overhead costs, increased efficiencies, improved customer service, cleaner restaurants, faster and friendlier service and continued high quality products.��

KFC need to stay close to their mission and make sure to know how to achieve their long-term objectives. KFC also have  to keep innovating  and coming up with new items because the customers will going to try them even though they come up with similar  products. To be the dominant total food company in Malaysia, KFC have to follow  the trend  and go hand  in hand  with customers to satisfy their changing needs, as we have previously discussed with the current  healthier food trend.

Directed Focus and Persistence is the strategic of KFC business. When KFC focus on thier energy and efforts squarely at accomplishing a goal, and KFC persist on working it out even with little or no progress at the beginning, we would eventually reach the goal in the passage of time. After losing his business and flat broke at 65, Colonel Sanders��� total commitment to rebuilding his business for another 10 years paid off with 600 franchises, and income of $300,000 before tax.

Allowing Professional Managers also one of the strategic of KFC. KFC started its business as a one-man enterprise, however, as it grows, KFC bring in expert business managers to build it. KFC come in as employees or as partners. These are people who can create the structures and systems that will enable the business to run independently and to outlive you. Having allowed professional managers to take control of Kentucky Fried Chicken in 1964, the business was transformed from a one-man business into a smoothly run modern corporation with expansion to all 50 states and to some foreign markets.


 KFC employs a marketing strategy similar to other large fast food chains, performing rigorous consumer research and market testing, coupling both with an aggressive national ad campaign.��Celebrity endorsements are also used, while social media advertising is twinned with the opportunity for customers to provide feedback to the company for the addition of appealing new menu items. The restaurant's environment is carefully planned to appear warm and welcoming, the brand has a distinctive, recognizable culture and staff are trained to be friendly and attentive.



Question 3

a)Produce and evaluate a basic marketing plan for an organization.

Executive Summary

The function of executive summary in a marketing plan is to introduce the company and explain all the key elements of the plan in a shorter form. Anyone reading this summary will get a firm understanding of all aspects of the business; such a summary is perfect for those who aren't able to read the whole plan. The executive summary must be prepared at last because it needs to include all the important detail from the marketing plan.

Marketing Situation

The business portfolio is one of the most important factors for any organization because it is about what the organization plans, sells, and stops to sell. The business portfolio must be based on the company���s mission, objectives and strategy, in order to fit the company���s strengths and weaknesses, philosophy and competencies to opportunities in the market environment. Designing the business portfolio involves analyzing the company���s current portfolio, before strategies for growth and downsizing can be developed. The Boston Growth-Share Matrix, developed by the Boston Consulting Group, is a very helpful tool for analyzing the company���s current portfolio.

Threats and Opportunities

To define who are the organization`s competitors and what are they doing to attract customers? At the same time you need to know which features amongst those advertised by competitors are the most prominent in customers mind. You need to target the same features from a different angle. Or if you prefer the creative way, then prepare your own angle. Most of the marketer will use SWOT analysis to analyze the strengths, weakness, threats and opportunities of the organization.

Objectives and Issues

In this step the organization will be setting objectives for the marketing function and identifying issues that are already apparent or may become apparent as obstacles to achieving the objectives. Business objectives may center on growth, maintenance or profitability. As with any proper objective, the marketing objectives must be realistic, measurable, time specific and consistent with organization mission. The last part of this process is to analysis problems or issues.  If there are issues that may prevent achieving the objectives or activities that must occur to ensure the successful execution of the plan, they should be identified.

Marketing Strategy

Process to use the data that gathering by the researcher and formulate a strategy. However just deciding on a strategy is not enough. The marketer need to scale down the full marketing plan and the best step over here is to hire a marketing consultant. During this process, the organization should decide their long term as well as short term strategy.

Action Programs

Turns marketing plans into marketing actions to accomplish strategic marketing objectives. Each program should addresses who, where, when and how.  Be careful to make sure that all marketing activities are coordinated with the other areas within the organization.


Operating an effective marketing plan requires resources in human resource, capital and technology or specific skill. This section of the plan details the resources needed and through that the marketing budget. Once the required resources have been determined the marketer may need approval by the manager to go ahead and draw the marketing budget.


Evaluating the results of marketing strategies and plans and taking corrective action to ensure that the objectives are attained.

b) Produce a detailed, coherent evidence-based marketing plan for an organization.

 The executive summary for Starbucks���s Company is North America���s leading roaster and retailer of specialty coffee. It developed and provided a wide variety of the nice quality of the coffee to all consumers no matter in what area. Starbucks also had services and consulting business around its products and partner products.Customer can complaint what problem they have meet to the Starbucks company. Starbucks has around 182,000 employees in worldwide. Its own the largest market shares in the Coffee market. Its consumer centric approach makes it a reliable choice.Starbucks are serve the customer with full of heart which helps to maintain good customer relationship. Starbucks is  also has ability to bring out news flavor and innovation at reasonable cost. Starbucks has a strong distribution  across the whole world.After that, the Starbucks market share growth is slow because have too many competition; too many same product to affect the sale of the Starbucks. Their also unable to provide customize solutions to the customers because cause by due to mass production.

The opportunities for Starbucks company is value at $4 million it can increase the profit of the company. By the way, Starbucks Company also owning the world`s most largest coffee house chain in the world. The threat is the supplier is rising the price of the coffee bean.Otherwise,the Starbucks company is weak pantents rights in expanding the markets.The  increasing of competitor in market there is threat of component pricing and due to economic crisis or saturated market cause slow revenue growth also are the threats for the Starbucks company. The objective of Starbucks is to sell their product to the whole world while provide specific and good quality product to the consumers to earn the customer loyalty. Another objective is to make more profit to growth their business. Their issue is their got too many competitor in the food & beverages sector, for example Coffee bean, Chatime and other competitors.

Starbucks use marketing mix to plan their marketing strategy. Starbucks provides many different flavor product, for example espresso, teavarna, hot chocolate and dessert.. The brand Starbucks is very famous in many countries because the company provides a quality product and unique product that other brand cannot produce the perfect quality and nice flavor of coffee. Starbucks will make a  price of a product based on how much customer will pay, and then the flavor and how much of the coffee bean and produce products to sell at that price. This is an effective way that can produce a product that is matching the consumer���s needs. Starbucks has located many stored in many countries, for example Malaysia, China, Taiwan,India,Asian countries  and other else. By the way, the Starbucks`s website or other social media have provides a partner locator service in all the country to let their customer more easy to find their shop. Starbucks has  uses many advertising to all its business products  like create a video to promote the product. Starbucks has almost 182,000 employees. Starbucks supplies a specific website to help guide its employees to ensure that they are learning and become mucb better when serve customer. Starbucks also established high standard of recruitment and training becomes essential to achieving their marketing objectives. Starbucks has using a famous website as a channel to proof their wealth and product to philosophy and customer support. The Starbucks physical environment where their products or services are sold and delivered have a significant impact on how their customers' experience their business. Starbucks always finding a way to ensure the production and provide service at the same time, the process management can guarantee the quality of service availability and stability.

Starbucks has always make a promotion such as buy 1 free 1. Through this action plan they increase efficiency and increase the profit of the company. Starbucks budget depends on the countries that demand their products. If the country demanded a lot of their products their budget would increase rather than decrease as it would if in the country their products weren't demanded as much. During the stage of control, Starbucks is one of the best companies for coffee drinks, espresso and latte and just as they have been one of the best companies for years they will need to continue to create new flavor of products to keep customers interested and buying their products.

After that, an evidence-based marketing is requiring to apply in a business. It is something where the company uses the marketing research to prove the product or service worked as stated by the company. First, Starbucks has to gather the information. A good story cannot be a evidence-based because only the useful, true, relevant information can be an evidence-based. If the information of Starbucks is not clear enough that means the Starbucks credibility and honesty may have something wrong. A professional and expert insight must include in an evidence-based marketing like a professional quote adds expertise, opinions and statistics. For example, Starbucks supported by their unique and specific skill when make the coffee and also has many year experiences in this sector.So, the employee have much of the skill when make the coffee. Last, most of the consumers will use an evidence-based marketing before making decision to purchase the product so the evidence-based marketing must be real, truth and accuracy. The evidence-based marketing is very important to ensure the success of Starbucks and the evidence-based marketing also will influence the profit of the company.

In the comparison of the KFC,SWOT analysis for KFC


Second best global brand in fast food industry in terms of value ($ 6 billion).��KFC is known by many and is a trustworthy brand in many countries mainly due to its early franchising and international expansion.

Original 11 herbs and spices recipe.��KFC original chicken recipe is a trade secret and a source of comparative advantage against firm���s competitors.

Strong position in emerging China.��KFC receives half of its revenue from China, where it operates more than 4,000 outlets. KFC position in China is one of its main strengths as China���s fast food market is growing steadily.

Combination of KFC ��� Pizza Hut and KFC ��� Taco Bell.��KFC partnership with other Yum! Brands yields some advantage as the restaurant can offer items from its partners it doesn���t have itself and satisfy more customers��� needs.

KFC is the market leader in the world among companies featuring chicken as their primary product offering.��KFC has positioned itself clearly among other fast food chains bearing its famous slogan and trademark chicken products.


Untrustworthy suppliers.��Over the years, KFC has been contracting suppliers, which supplied contaminated poultry to KFC or were mistreating chicken, thus resulting in falling sales and damaged reputation.

Negative publicity.��KFC receives much criticism from PETA over the conditions chickens have been raised. Furthermore, it received bad publicity for selling chicken wing with kidney. There are many more or less bad news from KFC, which damage firm���s reputation significantly.

Unhealthy food menu.��KFC menu is largely formed of high calorie, salt and fat meals and drinks. Such menu offering prompts protests by organizations that fight obesity and hence, decreases KFC popularity. Consumers also often opt out for healthier choices.

High employee turnover.��Employment in KFC is a low paid and low skilled job. It results in low performance and high employee turnover, which increases training costs and add to overall costs of KFC.


Increasing demand for healthier food.��While demand for healthier food increases, KFC could introduce more healthy food choices in its menu and reverse its weakness into strength.

Home meal delivery.��KFC could fully exploit (it test deliver services now) this opportunity and reach more customers.

Introducing new products to its only chicken range.��KFC could introduce new meals to its menu and offer pork, beef or only vegetarian meals, which would target wider consumer group and would result in more costumers.


Saturated fast food markets in the developed economies.��The fast food market in the developed countries is already overcrowded by so many fast food restaurant chains and this already proves to be a threat to KFC as it finds it hard to grow in the developed economies.

Trend towards healthy eating.��Due to government and various organizations attempts to fight obesity, people are becoming more conscious of eating healthy food rather than what KFC has mainly to offer in its menu.

Local fast food restaurant chains.��Local fast food restaurants can often offer a more local approach to serving food and menu that exactly represents local tastes. Although KFC does a great job in adapting its own menu to local tastes, the rising number of local fast food chains and their lower meal prices is a threat to KFC.

Currency fluctuations.��KFC receives part of its income from foreign operations. That income has to be converted into dollars and may affect the business' profits, especially when the dollar is appreciating against other currencies.

Lawsuits against KFC.��KFC has already been sued for many times and lost quite a few lawsuits. Lawsuits are expensive as they require time and money. As KFC continues to operate more or less the same way, there is high probability for more expensive lawsuits to come.

c) Design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives.

Starbucks has design a strategic marketing plan that tactically applies the use of the 7Ps to achieve overall marketing objectives. The objectives for Starbucks are customer loyalty and profit.

The company objective customer loyalty can be achieved because these tactics can actually earn customer respect and loyalty by providing the highest quality and value. This objective can be achieved by using product, process and physical evidence. For product, starbucks has made a promise to all the consumers that the company will only provide a good quality product and good quality of the coffee. For process, Starbucks always finding a way to ensure the production at the same time, the process management can guarantee the quality of service availability and stability For physical evidence, Starbucks has using a famous website as a channel to proof their wealth and product to philosophy and customer support. The Starbucks physical environment where their products or services are sold and delivered have a significant impact on how their customers' experience their business.

For another objective that is receipting profit because Starbucks needs sufficient profit to finance growth, create value for our shareholders and achieve their corporate objectives and this objective can become realistic by using price, place and promotion tactic. For price, Starbucks will make a fair pricing a product based on how much customer will pay, and then design and produce products to sell at that price. This is an effective way that can produce a product that is matching the consumer���s needs and when the price is reasonable that means more customers will buy and the profit of the Starbucks will increase. For place, Starbucks has located many stored in many countries, for example Malaysia, China, Taiwan and other else. By the way, the Starbucks`s website or other social media have provides a partner locator service in all the country to let their customer more easy to find their shop. This tactic can let the customer more easily to find their shop and this will indirectly increase the sales. For promotion, Starbucks uses many advertising to promote their product, for example website with video about the product. This tactic will attract more consumers to purchase their product.

Commitment to employees also is one of the objectives of Starbucks, they demonstrate their commitment to employees by promoting and rewarding based on performance and by creating a work environment that reflects our values. This objective can be achieved by using people tactic. Starbucks has almost 184,000 employees. Starbucks supplies a specific website to help guide its employees and train the employee to more perfect and nice when serve the customer. Starbucks also established high standard of recruitment and training becomes essential to achieving their marketing objectives.

In comparison of KFC,


Strength of KFC is the price because it���s set cheaper than competitor and have a bigger portion.


Strength of KFC is the outlets. The outlets of KFC are more than Starbucks. It has over 300 outlets across than 81 cities. Distribution based on franchisee and company run outlets. Also delivered through online as well.


Weakness of KFC is unhealthy food menu.��KFC menu is largely formed of high calorie, salt and fat meals and drinks. Variety of finger food like crispy chicken strips and hot wings.


Strength of KFC is promotes its products through LCD displays kept inside its outlets which promotes their products. KFC does promotional activities  by offering  add-ons to the exciting menu, gift coupons, T-shirt, Kids meal etc. KFC also advertise online and on television.


Strength of KFC is the process starts when the customer visits the outlet. It also involves if the customer order the products online. The easier and convenient the process  it will lead to greater customer satisfaction.

Physical Evidence

The interiors are made according to the certain standards given by the parent company. This also helps in creating positive influence on the customer satisfaction.


The people involved in providing services to the customers. The staffs working in the outlets are trained by the customers. They also provided with certain guidelines to communicate with the customers.


As a conclusion , marketing plan is important about set up a business for a company.Starbucks is using the marketing plan to set up the business and there are earning more profit and the coffee of the Starbucks is nice.So,Starbucks become a successful coffee shop in the worldwide, everybody is known about the Starbucks and the coffee is high quality. It is a global company in whole the world. The company is performing well in the world, the employee is give the best serve to all the customer. The new growth platform of Starbucks Corporation is by supporting company���s ethical values and branding organizational demand. As a result, Starbucks continue to accelerate its international presence. In essence, it continues to be one of the top leaders in the industry coffee and a customer oriented organization.The product price is fair and the Starbucks is giving the good quality product to all the customer. Starbucks has 141 coffee shops across Malaysia and more than 700 coffee shop around the Southeast Asian region.


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