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Analyze The Role Of Marketing In Hospitality And Tourism Case Study

Powerful Essays
1.0 Analyze the role of marketing in hospitality or tourism organization;
1.1 Define the role of marketing within the hospitality or tourism organization
Starbucks is the biggest competition for any new coffee house when they enter the market. They are also the biggest. They have hundreds of locations all over the world. There are some that have their own building and then there are those that are in airports, schools, malls, etc. The main objective for Starbucks is to be the most respected and recognized brand for coffee and specialty drinks. In order to achieve this goal, Starbucks must continue to grow by expanding their locations and make sure they are introducing new products and keeping their customers from going to other coffee shops.
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Such mission statement has the following key components relevant to Starbucks:
1. Inspire and nurture the human spirit
2. One person, one cup and one neighbor at a time
Starbucks Coffee inspires and nurtures the human spirit starting with its employees. To address this component of its mission statement, the company maintains a small company culture, where rapport and warmth are important. This component of Starbucks Coffee’s mission statement also pertains to customers’ experience. The company extends its warm and small company culture to its customers.

1.4 Develop SMART marketing objectives for a hospitality and tourism business
¬ To be finest coffee retailer around the global, while maintaining its originality and working strictly according to the principles.

¬ Gaining employees loyalty by providing them dignity.

¬ Price maintenance policies.

¬ Gathering a wide range and different classes of customers by diversifying the stores with diverse product range.

¬ To maintain the first focus on profitability as a key to keep pace with future
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On their website, individuals are encouraged to express their experiences with Starbucks history, and the company strives to “personally” join in the discussions.
• Smart Partnerships – Starbucks Coffee Company has been known to create strategic partnerships that demonstrate the fact that another way to grow your business is to partner smart. Over the years, the Starbucks Corporation has greatly increased sales just by using this strategy.
• Innovation – Through the years, the Starbucks Coffee Company has been known to think up creative and innovative ideas to add to their products or services. They’ve added different flavors to their coffee, more food on their menu, and even became one of the firsts to offer internet capability in their stores.
• Brand Marketing – The Starbucks marketing strategy has always focused on “word-of-mouth” advertising and letting the high quality of their products and services speak for themselves. For years, this has been uniquely Starbucks, and it has played a huge part in making Starbucks Coffee Company a
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