- Analyze the Starbuck case to uncover the business problem, evaluate the alternatives, and make a recommendation. Relate to the concepts as much as possible (see below checklist).
Format (must follow):
Evaluation of Alternatives (Pro and Cons)
Market structure, market segment, target customer, unmet needs, Maslow’s hierarchy of needs
Product positioning, brand equity, brand growth strategies
Pricing objectives, value equation, price elasticity
Direct vs indirect channels, distribution partners, types of distribution
Marketing mix, buyer decision process, promotion response
Marketing control, symptoms vs problems, effectiveness vs efficiency, data àinformationàinsight
Market selection & prioritization, types of distance, modes of entry, global brand characteristics
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