This 7-page paper discusses aspects of marketing. Included are how Starbucks is a "New Era" corporation, a SWOT analysis for a start-up brewery, and the positioning of hybrid cars to different market segments. Bibliography lists 2 sources.
Name of Research Paper File: D0_MTmarkvari.rtf
Unformatted Sample Text from the Research Paper:
to Mark Davies book Understanding Marketing, a New Era orientation involves a management philosophy in which decisions are made to excellence in designing and producing products that benefit the customer.
But the New Era orientation goes beyond just the customer and focuses on employees, shareholders and others. New Era marketing is a holistic view, that takes into account how the
actions of the corporate entity might impact not only customers, but also stakeholders such as employees, suppliers, the community, and others involved with the firm.
A good example of such a company is Starbucks. Starbucks, headquartered in Seattle, WA, burst onto the scene in the early 1980s with the concept of selling
not only quality coffee, but the coffee-house experience. Many believe that the companys clever branding and offering an experience with every cup of coffee sold revived interest in coffee, a
beverage that was facing a downhill slide. With its branding strategy over the years, Starbucks has reached out to customers and has created a loyal following. Thanks to this, for
many people, not just any coffee will do - it has to be Starbucks. Starbucks is also a respected employer that has
a New Era orientation. The value it creates for the customer is more than in the coffee cup, but rather, the ability for the customer to get away from the
stress and strain of life, and to get some "self" time. The product is somewhat pricey, but again, the company is trying to sell more than just coffee - and
for most customers, $4 is worth it to get a quality brew and an hour to do nothing while enjoying that cup.