Explain how special events are defined and classified. Your definition should draw upon relevant core texts and examples.
Conduct a SWOT Analysis describing the main scope and impact of Starbucks’ marketing in relation to its main competitors. You should identify a minimum of three/four/five strengths, weaknesses, opportunities and threats.
(a) Explain the role the marketing mix (4P’s/7P’s) and how Starbucks uses this to promote their brand. This could include specific examples of Starbucks events, promotional activities and target audiences.
(b) Describe the marketing strategies and resources that Starbucks would use with the help of the sub-headings below;
(i) Creating their marketing strategy
Targeting and Positioning
(ii) Monitoring and Control
(iii) Other marketing strategies
Based on some of the above concepts, what would your marketing strategy be for a small community event?