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Fordham University Tata Starbucks Case Global Marketing Analysis

Fordham University Tata Starbucks Case Global Marketing Analysis

Question Description

  • 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):


Problem Statement


Evaluation of Alternatives (Pro and Cons)


Concept Reference:


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

6.Strategy Reformulation:

Marketing control, symptoms vs problems, effectiveness vs efficiency, data àinformationàinsight

7.Global Marketing:

Market selection & prioritization, types of distance, modes of entry, global brand characteristics

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