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MRKT 5500 Given the information in the case and marketing best practices, what should Starbucks change in order to achieve continued success? What competitive threats are on the horizon that Starbucks should position against?

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For the purposes of this case, please stick within the confines of the information contained in the case study. In the context of this case, Starbucks is experiencing some challenges. Use your marketing skills, research, and experience when making strategic recommendations for Starbucks. For example, you could suggest that Starbucks create a customer loyalty program. In this case, please do not say, Starbucks should have a customer loyalty program and note that they did that as a solution. It would be preferable if you noted a company that had 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 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 in order to achieve continued success? What competitive threats are on the horizon that Starbucks should position against?

Situation Analysis

“Synopsis” – briefly summarize the case in your own words – No more than 2 pages

Environmental Analysis (Bullet Format)

Strengths

Weaknesses

Opportunities

Threats

Problem Statement

“WHY?” Keep it brief…no more than 20 words. Challenge yourself to be concise but brief. This should be written as a statement, not a question.

Development of Alternatives

Your alternatives are derived from your opportunities outlined in your SWOT. Number each alternative and explain.

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Development of Alternatives

Your alternatives are derived from your opportunities outlined in your SWOT. Number each alternative and explain.

Evaluation of Alternatives & Recommendations

Evaluate each alternative using the pros and cons of each choice. Use outside sources to back up your hypothesis. Select the best choice based on the company’s strengths and opportunities.

Recommendation

End this section with an overall recommendation/conclusion – no more than 1 paragraph.

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