marketing aims & objective

Topics: Marketing / Pages: 3 (868 words) / Published: Sep 1st, 2014
Topic 18: A review of the marketing strategy of an organization and its effectiveness.
Part 1 - Project Objectives and overall Research Approach
1.1 Project Topic
My topic selection for this project is Topic 18: A review of the marketing strategy of Starbucks and its effectiveness. The reason for choosing this topic was because of my deep interest in marketing and also to understand the different ways as to how a company can market their products successfully. I would like to also further analyze as to how the usage of social media such as Facebook and Instagram, can actually help enhance the branding of the company and at the same time, market their products. Moreover, through the extensive research and study of marketing, I hope to be able to understand the different types of marketing models that can be used in marketing a product and also, to understand the different types of marketing strategies that were used to run and later, expand a café business. As a student of ACCA of P3, I hope this project will help me understanding business models and also help me excel in P3.
1.2 Organization Selection
The organization that I have chosen is Starbucks. The reason for choosing Starbucks because I have always love their coffee and I love hanging out with my friends in the cafe. As Starbucks have many outlets here, It is very accessible in many parts of Singapore. This is because Starbucks is a popular café which is known all over the world. They have more than 15,000 stores in 50 countries. In Singapore alone, they have 100 outlets which they started out from 1994 till date. It is a very popular café hangout place among the students and working adults. Personally, it would be an ideal company to do my research especially when I have interest in setting up a café store someday.
1.3 Aims & objectives

This report aims to review Starbucks marketing strategy and its effectiveness which is focusing on how Starbucks expand their businesses in Singapore through

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