Create a marketing plan.
Build and sustain long-term customer relationships.
Assess how to identify markets.
Competency 3: Elaborate the relevance of the marketing mix in a digitally driven global economy.
Assess how to identify markets.
Competency 4: Integrate ethical marketing practices into marketing strategies.
Build and sustain long-term customer relationships.
Assess how to identify markets.
Overview
In this final assignment, you have the opportunity to combine all the knowledge you have gained in the course and apply it in the form of an extended case study. In Unit 2 you selected a publicly traded firm with a global presence for this assignment (Starbucks). You will now take a critical view of the firm’s marketing operations and analyze how well the firm is performing against their stated strategy. Using the various topics covered in the course (marketing mix, services marketing, et cetera), evaluate the firm’s performance for all areas that apply. Comment on how well the firm executed making recommendations for areas which require improvement or that stand out for their excellence.
Instructions
For this assignment evaluate the following:
How the firm identifies culturally sensitive marketing communication in its global operations
The firm’s CRM methodology in working towards achieving long-term customer relationships
How the firm is integrating a digital platform with broader Integrated Marketing Communication (IMC).
The firm’s approach towards increasing revenue through brand Management, market penetration, or add-on services.
Requirements
Your paper should meet the following requirements:
Written communication: Must be free of errors that detract from the overall message.
Resources and citations: Format according to current APA style and formatting guidelines.
Be sure to write in third person to receive credit for APA writing.
Include a cover page, introduction, body, conclusion, and reference list.
Use APA levels 1, 2, and 3 headings as required.
Length of paper: 3000 words, double-spaced pages; do not include the title page or the reference page in your word count.
References: A minimum of two scholarly references other than the assigned readings.-
Font and font size: Times New Roman, 12 point.
