Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the context of organizations goals and strategies.

Learning Outcomes:

• Demonstrate a solid understanding of overall marketing concepts, goals and strategies within the context of organizations goals and strategies. (Lo 1.1)
• Ability to carry out objective and scientific analysis of consumers’ needs and wants (Lo 2.3 & 2.6).

Case Study

Read the Chapter Case Study “The coffee Wars” from Chapter 2 “Global Marketing” Page: – 55 given in your textbook – “Marketing” (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:

Assignment Question(s):

• Perform a SWOT analysis for Starbucks and Dunkin Donuts. (2 Marks) (Minimum 200 Words)
• Which Growth strategies have been pursued by Starbucks and Dunkin Donuts in the past and which strategies do you believe will be most successful for the two firms in the future? Why? (1.5 Marks) (Minimum 150 Words)
• Which marketing metrics would be most helpful for an executive in charge of developing new products for a coffee Chain? (1.5 Marks) (Minimum 150 Words)