Marketing analysis and planning are significant activities for the majority of firms. The purpose of our marketing plan assignments is to apply the concepts we learn in our coursework to marketing analysis and planning for a real good or service for the chosen company. Our marketing group has 6 people and the company we concentrated on is Starbucks.

First assignment is marketing environment analysis and SWOT. And the second assignment is the STP outline which defines segmentation, targeting, and positioning that form the foundation for a Starbucks’ entire marketing plan. Because of group members’ effort, we got great marks in these two assignments.

Priority among priorities, I want to say something about our third assignment here. This is a marketing mix analysis video project. Our video did not just record people speaking in the camera as usual, we made a cartoon and then dubbed for it. We think this is a special way to produce a unique video. The story in it is happen in a family who has a little son. Here is a part of the video: At the beginning of the story, the little son says he does not like the stuff in Starbucks. Then the consulting group recommends that Starbucks should consider increasing the depth of its non-coffee beverages and food product lines as younger customers do not usually drink coffee on a regular basis. Even though it is the most time consuming assignment among our entire marketing plan and we met 5 times in total to complete this video assignment; we find the good in it.

Through this experience, I find the cohesion plays an important role in group working. As we know that many hands make light work, I am glad to see that our group members are all very helpful and diligent.

Recently, I read the blogs written by my classmate Junqi Liu and found some meaningful perspectives. Here I want to comment on her blog called “Social Tools in Promotion”. Since I also wrote a blog about Internet marketers, I think “Social Tools in Promotion” is another sight from Internet business and worth for me to study and refer to.

In Junqi Liu’s “Social Tools in Promotion”, she comments that many social network tools such as Weibo and Facebook play a key role in the market for both consumers and suppliers. I am really agree with this opinion, since we are all from China, we know that Weibo is an important and popular network business tool among some newly-developing Chinese business.

How do these network tools play roles in promotion? Junqi Liu describes it very well. Some newly-developing business people set up an account on Weibo for the shop and keep update the Weibo account by posting different kinds of goods and the link of homepage in order to attract more people. These actions may raise customers’ concern on their products. The following step to promote is to update a status on Weibo to tell people that if they forward the ads, they will have a chance to win some prizes or discounts. It seems that customers pick up something cheap just by forwarding ads. So lots of customers will forward that ads and their friends on Weibo will see their status. These network business people could enhance the product reputation by spread these ads.

Thousands of online shop sellers are using social network tools to promote their product because they saw the great result and good effect of it. I believe network promotion would become more and more popular because there are lots of benefits behind it.

Link: Junqi Liu’s blog https://blogs.ubc.ca/junqiliu/2013/10/13/social-tools-in-promotion/

I read the blogs on The Big Decision and found that the blog named How to succeed in business in Canada – give customers great value written by Joanne Nemeroff is very valuable for thinking deeply and writing comments on.

Canada is a country with a lot of opportunities to operate the business. However, the opportunities may lead to competitions. To find the most effective way to operate business in Canada is important for business people. Joanne’s blog analyses the elements associated with the success and the ways to succeed in business.

At the beginning of the blog, Joanne asks the question of “what are the most important qualities necessary when those retailers select a vendor”. In my opinion, merchandise’s cost of conversion must be considered carefully. Joanne also claims that manufacturing costs may be lower outside of Canada, however the speed of delivery can be faster inside Canada. If you see value in goods being produced, so will the customer. Ultimately the business owner must decide what is more important – the lower cost to produce or the speed to deliver.

The social changes a lot, it is not difficult to find that few products are made in Canada today as we are no longer a manufacturing society. Because of this special situation, Joanne advices that find your comfort niche and get a return for the money invested.

I strongly agree with her and also I find the extra four steps to be successful in business: 1. Get a grip on your emotions and decide on your goals. 2. Make sure you understand what cash flow is and where it’s going to come from. 3. Recognize the sales mentality before it’s too late. 4. Learn to anticipate and recognize the changes in your business.

Links:

Joanne Nemeroff‘s article

http://www.howtosucceedbroadway.com/

http://www.inc.com/magazine/19950701/2329.html