Written Assignment: Getting The Product To Market MKT200 ✓ Solved

Written Assignment: Getting the Product to Market MKT200

First, select one of the two organizations you wrote about on the SWOT Analysis assignment or on the Target Market assignment. In this assignment, expand on the marketing channels you would use to support this organization, and how each contributes to the distribution of the product or service. Incorporate in your answer what Gavina is doing with their marketing channels by comparing your selected organization to theirs. Then, regarding intermediaries, explain why value delivery network might be a better term to use than supply chain. You can use this as a reference, but don’t limit your discussion to just these options. On your cover page, include your name, date, and the organization you are analyzing. The final product will be a paper that is 2 pages double-spaced, with 2-3 references, APA formatted.

Paper For Above Instructions

Introduction

Marketing plays a crucial role in the success of any organization by ensuring that products and services reach their intended customers effectively. This paper focuses on the organization Starbucks and examines the marketing channels that could support its continued success. Furthermore, it compares Starbucks' marketing strategies with those of Gavina Coffee. Additionally, a discussion on intermediaries will highlight why the term "value delivery network" may be a more appropriate descriptor than "supply chain." Through this analysis, important insights will be drawn regarding marketing strategies and the integral role of intermediaries.

Marketing Channels at Starbucks

Starbucks utilizes a multifaceted approach to its marketing channels, ensuring comprehensive coverage and accessibility for consumers. The key channels include company-operated stores, licensed locations, and various online platforms. Each channel is crucial for product distribution; company-operated stores allow for direct customer interaction and brand experience, while licensed stores extend the brand's reach globally.

Furthermore, Starbucks has established a strong online presence, offering coffee and merchandise through its website and mobile app. This digital strategy not only boosts sales but also enhances customer engagement through loyalty programs, allowing for personalized marketing efforts.'s

Comparison with Gavina Coffee

Gavina Coffee, a well-known brand in the coffee industry, provides insight into robust marketing strategies. While Starbucks operates mainly through company-owned and licensed retail outlets, Gavina emphasizes direct sales through distributors and online platforms. Gavina's focus on premium quality and sustainability in its product presentation highlights different marketing messaging compared to Starbucks' lifestyle branding.

In terms of marketing channels, Gavina is especially focused on building long-term relationships with distributors, which parallels Starbucks' emphasis on its retail partners. Gavina’s strategy showcases efficient distribution practices and robust partnerships that enhance visibility within niche markets, which Starbucks could mimic to some extent.

Value Delivery Network vs. Supply Chain

The concept of a value delivery network expands the traditional supply chain perspective by emphasizing the importance of relationships and value creation among all stakeholders involved in the product journey, from suppliers to end-users. In the case of Starbucks, applying a value delivery network framework underscores the brand's commitment to creating exceptional customer experiences and fostering strong partnerships.

While the supply chain focuses on logistical components, the value delivery network encompasses a broader view, where the relationships and interactions among stakeholders contribute to value creation. This aligns with Starbucks' business model, where customer engagement is paramount. Whereas the supply chain may prioritize efficiency and cost, the value delivery network approach promotes collaboration, ethical sourcing, and customer satisfaction as key drivers of success.

Conclusion

In conclusion, the marketing channels employed by Starbucks significantly contribute to its ability to deliver products and services effectively to consumers. Comparing these channels with Gavina Coffee reveals diverse approaches to market penetration and customer interaction. Moreover, transitioning the terminology from supply chain to value delivery network emphasizes the essential role of relationships among all parties involved. By fostering these connections, organizations can streamline their processes while enhancing customer satisfaction and loyalty, ultimately leading to sustainable growth.

References

• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson.
• Chaffey, D., & Ellis-Chadwick, F. (2019). Digital Marketing (7th ed.). Pearson.
• Gavina Coffee. (n.d.). Retrieved from www.gavinacoffee.com
• Starbucks Corporation. (2021). Annual Report 2021. Starbucks.
• Porter, M. E. (1985). Competitive Advantage. Free Press.
• Grönroos, C. (2000). Service Management and Marketing: A Customer Relationship Management Approach. John Wiley & Sons.
• Payne, A., & Frow, P. (2005). A strategic framework for gaining competitive advantage through customer relationship management. Journal of Marketing, 69(4), 167-176.
• Duncan, T., & Moriarty, S. (1998). A Communication-Based Marketing Model for Managing Relationships. Journal of Marketing, 62, 1-13.
• Berry, L. L. (1995). Relationship marketing of services - Growing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245.
• Webster, F. E. (1992). The role of marketing in the firm: A global perspective. Journal of Business Research, 25(1), 43-56.