Marketing mix plan
The marketing mix is a fundamental concept in any organization that wants to gain competitive advantage over other organizations in the industry. The marketing mix can be used to create value and stimulate demand for a product (Dlabay, Scott & Scott, 2010, p.414). The marketing mix plan is determined by the marketing plan objectives. The marketing mix composes of eight components, which include the product or service, promotion, pricing, place, physical evidence, people, process, and packaging.
The coffee market is dominated by a few major brands, which include Starbucks, Costa Coffee and Coffee Republic. Over the years, the coffee ...