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Length: Please write your response in essay format and/or point form as appropriate and limit your response to 4 pages using 1.5 line-spacing. Assessment: This part of the assignment will be assessed using the following criteria: Comprehensiveness Depth of insight and analysis Rationale/support for the conclusions drawn Go to the Internet and log onto Starbucks’ website at http://www.starbucks.ca. At the bottom of the home page under “About Us” read about the company’s heritage, company, and investor relations (overview). Go back to the top of the home page and review the products, menu offerings, and the responsibilities of the company. If you have an opportunity visit a Starbucks store. (This is not necessary to successfully complete this part of the assignment.) Now answer the following five questions: In spite of heavy competition from other coffee retailers in the marketplace, Starbucks secured the largest market share. What five factors do you think accounted for Starbucks’ success in securing its market share? (10 points) Using marketing concepts, terms, and information from this module, describe Starbucks’ product strategy of in terms of: Product concept: core, actual, augmented, and potential product. (8 points) Product line: width, length, depth, and product line strategy. (12 points) Describe and evaluate the branding strategy for Starbucks. What are the main advantages and disadvantages of this strategy? (5 points) Given Starbucks’ growth all over the world, how would you recommend they organize their marketing effort (the structure of the people) for managing existing products and developing new products? (5 points) In your opinion, what stage of the product life cycle are Starbucks’ products? What makes you think so? What are the marketing mix implications of being in this stage? Discuss product strategy, pricing strategy, distribution strategy, and communication strategy implications. (10 points)
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Running head: PRODUCT MANAGEMENT CONCEPTS

PRODUCT MANAGEMENT CONCEPTS
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PRODUCT MANAGEMENT CONCEPTS

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PRODUCT MANAGEMENT CONCEPTS
Starbucks Corporation is an American based coffee company with many chains founded
in 1971 in the state of Washington and the city of Seattle. By the month of November 2006, there
was twenty-three thousand seven hundred and sixty-eight Starbucks location across the world.
The coffee market is saturated and in spite of this Starbucks has managed to make a name for it
by securing a large market share. There are a number of factors that have contributed to the
success of Starbucks as a world-renowned coffee house. One reason for the success is the fact
that since its inception it differentiated itself from other venues in the United States serving
coffee by the high-quality whole bean coffee (Michelli, 2007). Starbucks makes its coffee from a
whole bean that is always freshly roasted giving Starbucks coffee a unique high quality that is
not present in coffees sold in other venues. People like to go for the best quality products, which
is the main reason that Howard Schultz purchases Starbucks and made it into the multibilliondollar franchise it is.
Another factor that has led to the success of Starbucks is the customer experience that
they offer. Starbucks describes its interactions with each of its customers as unique. Starbucks
provides an environment for the customer that is in between home and work. Many people come
to Starbucks for a place to socialize and talk to each other and sometimes even to work in
addition to the coffee. Starbucks engages in responsible business practices, which is another
factor that has contributed to their success in spite of the completion in the coffee market.
Starbucks chains all over the world are other contributing factors to the success of Starbucks.
With its multiple locations, it has managed to establish itself in multiple markets making it more
of a success ("About Us", 2018). Starbucks investors are another factor that has largely
contributed tit e success of the coffee company. Starbucks has investors all over the world and as
investors are crucial to the success of a business the fact that Starbucks has so many of them is a
bonus.
The pro...


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