Assignment 4 Original IMC Plan Integrated Marketing Communication (MBA 570) Zaved Mannan D-6 Tower Bhaban, Fuller Road Dhaka University Campus Dhaka 1000 Bangladesh Student ID: 11320053 Date: 12.10.2011 Charles Sturt University Australia Executive Summery Coffee World is Swiss based global premium coffee chain and like to expand its business in Spain. Marketers have prepared an original IMC plan based on zero-based planning model. Target markets are mainly tourists (40%)
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1. COMPANY DESCRIPTION Starbucks is the largest coffeehouse company in the world. It was founded by three very unusual entrepreneurs, an English teacher Jerry Baldwin, History teacher Zev Siegel and a Writer Gordon Bawker. They came with this brilliant idea of getting into the coffee business inspired by an entrepreneur who sold high quality coffee beans and equipments, named Alfred Peet. The first Starbucks store was opened in Pike Market Place in Seattle on March 30, 1971. It is a for
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in Brand Management. 4 The People Factor 4 Cultural Factor 4 Economic Factor 5 Political Factor 6 Legal Factor 6 3. Main benefits of branding. 7 Preference 7 Identification 7 Extension 7 Growth 7 Greater company equity 7 Barrier 7 4. Brand differentiation of one company from its competitors. 8 Differentiate by Audience 8 Differentiate by Focusing on the Experience 8 Differentiate by Product Features 8 Differentiate by Geography 8 Differentiate by Product Attribute
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competitive advantage is Michael Porter’s Five Forces Model. Since 1952 Broadway Café has been the only coffee shop in the neighborhood. There has been a decline in business due to other cafes opening over the years and now there is talk of a Starbucks opening just a few blocks away. Buyers now have more choices for the purchase of their coffee and tea thus making Broadway Café’s Buyer Power to be considered as high. The task for the management of Broadway Café is to reduce buyer power. One
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Barber, in his 2007 book Consumed, claims that marketing is "sucking up the air from every other domain to sustain the sector devoted to consumption." He is correct. Coca-Cola, Nike, and Starbucks command more loyalty among many consumers than any political party, trade union, church, or mosque. Indeed, Starbucks founder Howard Schultz sought to make his coffee shops the "third place" in our lives, after home and work. Marketing is an American success story. No country on earth is better at marketing
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Chapter 1 The Globalization of Starbucks -company focused on selling a “thirdplace” experience, rather than just coffee -first target outside US was Japan and the company established a joint venture with a local retailer -Starbucks format was then licensed to the venture which then took over responsibility for growing the Starbucks presence in Japan -Starbucks transferred employees to the Japanese operation -all employees went to training classes -stores had to adhere to design parameters
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Topic/ Title : | Starbucks Decision Making | TABLE OF CONTENTS Introduction 3 Objective of the study 3 Scope of Study 4 Methodology 4 Drivers of Growth and rationale behind Expansionist Strategy 5 Strategy in Japan (expansion in Japan) 5 Strategy in China 6 Strategy in Australia - Too
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US Market: What went wrong? Table of Contents Introduction 3 Company Background 4 Expanding to the U.S. 6 U.S. Competitors and Market Share 9 Issues: Competitors & Market Share 9 Leadership Issues 10 Liability of Foreignness 10 Mode of Entry 13 Current Financial Results: 2008 – 2013 (5) Year Plan 15 Tim Hortons New Plan: 2014 – 2018 ‘U.S: A Must-Win Battle’ 16 Recommendations 16 Strategies going forward 16 VRIO Framework 17 References 18 Figure 1: Michael Porter’s five forces 15
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Management 303 SWOT Analysis The company that I have chosen to do a SWOT Analysis on is my current organization and that is Dunkin Donuts. Dunkin Donuts was established in 1946 by William (Bill) Rosenberg who started a company he called Industrial Luncheon Services, whose operation involved delivering meals and snacks to workers in and around the Boston area. “After two years of success, he opened a place called the Open Kettle, a coffee and doughnut restaurant in Quincy, Massachusetts. In
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MNGT2001 Business Strategy Starbucks Case Analysis Endang Abu Bakar 3171895 Dagamac Janelle Tan 3156283 Nguyen Dinh Duy 3158495 Le Duc Anh 3159239 Sutthisiriwattana Pimchanok 3175067 Ye Xintao 3156684 Tutor: Dr. Ha Huong Tutorial Group: A4 Table of content I. Introduction 1 II. Strategic Analysis 1 A. Macroenvironmental Analysis 1 1. Opportunities 2 2. Threats 2 B. Microenvironmental Analysis 2 C. Strategic
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