Fordham University Tata Starbucks Case Global Marketing Analysis

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