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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):
Introduction
Problem Statement
Alternatives
Evaluation of Alternatives (Pro and Cons)
Recommendations
Concept Reference:
1.Market:
Market structure, market segment, target customer, unmet needs, Maslow’s hierarchy of needs
2.Product:
Product positioning, brand equity, brand growth strategies
3.Price:
Pricing objectives, value equation, price elasticity
4.Place:
Direct vs indirect channels, distribution partners, types of distribution
5.Promotion:
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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