Marketing Analysis Project Scenario – BUAD 3010
The company selected for the course project is Star Bucks, Inc. You will perform an in-depth
analysis of the Star Bucks, Inc.
Your task includes:
(1) Collect all relevant available offline and online information regarding the company and its business
environment,
(2) Identify and discuss the firm’s marketing activities and strategies implemented in the past few years,
(3) Assess the effectiveness of the firm’s marketing practices and marketing strategies in response to its
marketing environment, and
(4) Develop alternative strategic marketing options as well as tactical plans and recommendations
considering the current marketing environment and expected future marketing environmental changes.
The following is the Star Bucks, Inc. marketing analysis and strategy development scenario.
As a newly hired assistant marketing manager of the Star Bucks Corporate office, John Landers
is in deep thought wondering how to develop a presentation to his boss, Marketing Vice President, next
week. He has seen the Star Bucks video (Please view the Star Bucks video posted on the assignment
link) that was produced several years ago. At that time, Star Bucks experienced significant growth and
expansion with very favorable marketing environment. However, last few years, market condition
deteriorated dramatically with increased competition and reduced consumer spending. John needs to
collect any relevant information and document all these new developments in his report. Based on the
assessment of the market conditions, John should develop alternative marketing strategic options for
presentation.
Marketing by Prof. J. Lim 1
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