Brief: Conducting a Marketing Analysis for “Starbucks UK”

This assessment is the culmination of all your work in this module. You are required to conduct a Marketing Analysis for Starbucks UK. You are required to present your answer in a report format.

Your task:

Due to the business opportunities currently prevailing within the “Food and Drink Industry”, you have been approached by “Starbucks” to conduct a Marketing Analysis for Starbucks UK.

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Your assignment needs to cover the following points:

1. In order to present a well-constructed report you must carry out a thorough evaluation of the marketing activities and that of their competitors, as well as investigating the latest trends and developments within the Food and Drink Industry. Your assignment should focus on the “Food and Drink industry” only.

2. You are required to present your answer in a report format. The report should be presented to Starbucks’ senior marketing team, using the standard “Report” format and presented to your tutor for assessment through the usual channels (submission through moodle).

3. A report consisting of 2000 words will be required to support your answer.

4. Your assignment must be written in report format and include:

• Application of knowledge gained throughout this module (from week 1 to week 10) should be emphasised.

• It is expected that you will conduct extensive secondary research to develop your report.

• An executive summary (not included in the word count). No more than one page.

• A full reference list in the Harvard format. All sources of information to support your report must be cited within the main body of text. (The reference list is not included in the word count.)

• Appendices: If you use appendices restrict them to four pages maximum. (Appendices are not included in the word count).