Tata Starbucks
Analyze the assigned case to uncover the business problem, evaluate the alternatives, and make a recommendation. Integrate the concepts learned in our prior classes (see below checklist).
Market:
Market structure, market segment, target customer, unmet needs, Maslow’s hierarchy of needs
Product:
Product positioning, brand equity, brand growth strategies
Price:
Pricing objectives, value equation, price elasticity
Place:
Direct vs indirect channels, distribution partners, types of distribution
Promotion:
Marketing mix, buyer decision process, promotion response
Strategy Reformulation:
Marketing control, symptoms vs problems, effectiveness vs efficiency, data → information→insight
Global Marketing:
Market selection & prioritization, types of distance, modes of entry, global brand characteristics
