Role of marketing in a consumer society Essay Example | Topics and Well Written Essays - 2500 words - 1

Role of marketing in a consumer society - Essay Example The growth of Starbucks is also based on their sound management as well as effective operations (Reference for Business 2011). Starbucks developed a strategy to open only company?owned stores and avoid franchising. This strategy facilitates the company to keep full control of its excellent products and services. Starbucks strived to control more of its supply chain with the purpose of maintaining high quality of coffee high with consistent levels by working with growers and upholding the standard of coffee. These two strategies facilitate Starbucks to distribute the first part of its value proposition as well as quality (Marangos n.d.). In this paper, the role of marketing in consumer society will be described properly with reference to Starbucks. The company developed various strategies and marketing techniques while operating in consumer market. Various strategies were adopted to satisfy customers with delicious coffee drink. The company operates in broad marketing environment, whi ch has been explained by taking into consideration various factors related to the environmental issues. The theory of consumer society had also been discussed by analyzing the satisfaction level of consumers. 2.0 Marketing Techniques and Strategies From the case study it has been observed that Starbucks has developed expansion and growth strategies in order to make expansion of their brand or products. The marketing strategy of Starbucks is totally unique and different from others. They have adopted the strategy based on various factors such as expansion of business in favorable areas with suitable demographic profile in order to support and render service to them. This strategy was developed based on the growing reputation of Starbucks brand (CalaRos Bay 2004). Various small business firms at the outset face the issue of expansion or growth of their business. Thus, based on these two concepts, expansion as well as growth strategies have been adopted. Business expansion is a stage o f a life of the company in consumer society and business growth is the increase in financial fortunes for employees along with owners. Expansion strategy is developed with a view to validate the initial business start up idea of entrepreneur and the subsequent efforts of fulfilling the vision into success. Growth strategy means that the variety of changes will take place in the company’s business market. Growth causes challenge in managerial legal and financial aspects. This strategy will enable to raise the market share of company and large number of competitors in the market (Reference for Business 2011). The rapid store expansion strategy of Starbucks is domestic store expansion along with international store expansion. The other strategies are employee training in addition to recognition, where recruitment, hiring and training methods for baristas and store managers are included. They also provide screening, training programs and awards for partners. The other strategies are real estate group, store development group and retail operation group, planning as well as construction. For providing facilities to consumers as well as employees, several strategies are developed such as a broad range of store formats, a â€Å"stores of the future† project team, high traffic and high visibility of the location of