MRKT5500: Trouble Brews at Starbucks
Description
For this case, please stick within the confines of the information contained in the Starbucks case study in the attached PDF. In the context of this case, Starbucks is experiencing some challenges. Use your marketing skills, research, and experience to make strategic recommendations for Starbucks.
You should avoid recommending that Starbucks should have a customer loyalty program since they did that already as a solution. It would be preferable if you noted a company with a successful customer loyalty program that Starbucks could emulate.
One of the main purposes of a case study is to place yourself within the role of a leader. In business and life, we face the challenges of uncertain information. Given the information in the case and marketing best practices, what should Starbucks change to achieve continued success? What competitive threats are on the horizon that Starbucks should position against?
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