Purpose: This component of assessment is designed to assess students’ ability to
critically evaluate an industry case study, identify critical factors, and
formulate strategy‐ based recommendations. It is also intended to foster
independent research skills and professional communication (written
and oral).
Format: Students will produce a written report with a short video summary. The
report is to be written using size 12 Arial or Times New Roman font with 1.5
line spacing. APA referencing is required. Please include page numbers. An
accurate word count is to be included on the cover page. Videos should be
playable in either Windows Media Player and/or Apple Quick Time.
Submission Mode: The written report is to be submitted in electronic format using the Turnitin
facility on Blackboard. Videos may be loaded to a file sharing site (e.g.,
Dropbox; https://www.dropbox.com ) with clickable link provided on the
front page of report. Students must ensure the link is functional and the
video file accessible.
Limits: Written report has a word limit of 2000 words (+/‐ 10%, excludes references).
Video should be 3‐ 4 minutes only.
Weighting: 40% of final grade.
Individual or group: Individual
Other notes: QUT’s standard Late Assessment Policy applies. Further details available at:
http://www.student.qut.edu.au/studying/assessment
2
Instructions:
1. Review the attached case and undertake research to learn more about it.
2. Produce a report that addresses the issues presented in the case in relation to marketing
strategy:
a. Provide a concise overview of the current market situation.
b. Provide a statement of the main problem, with explanation, and offer an analysis of
macro and micro level issues that are relevant.
c. Identify and justify all critical factors, explaining which are most important.
d. Offer a set of recommendations for addressing the problem, giving your rationale with
justification, and considering the critical factors identified. Include a discussion of
possible advantages/disadvantages of your recommended solution. Ensure your answer
coherently addresses the problem and is not just a list of independent suggestions.
e. You will need to consult the popular and business press in researching your case. You
should also review the academic peer ‐ reviewed literature, particularly when developing
your recommendations. These literatures must be cited in your work and appropriately
referenced using APA referencing. Check QUT Cite|Write if you are unsure how or when
to reference: http://www.citewrite.qut.edu.au/
3. Produce a short video which succinctly summarises the key elements of your report. The
video should coherently convey any necessary information about the current situation, main
problem, and critical factors, which leads to your recommendation. Your recommendation
should also be outlined and discussed. There is no expectation that videos will be of
commercial quality (i.e., recording of an in ‐ class type presentation is fine). It is expected that
videos will demonstrate students’ ability to succinctly communicate ideas in a professional
manner.
Topic: Growth via existing products
Growth strategies can include selling existing products into either new or existing markets. The
following is one case where growth might be achieved by doing this.
a) Starbucks coffee in Australia
The world’s largest coffeehouse chain Starbucks first opened in Australia in 2000. In the years that
followed it grew a considerable presence in the market, opening 84 coffee shops across the
country. Many of these stores were ultimately unprofitable however, and in 2008 Starbucks closed
61 locations. Criticisms of Starbucks included that it failed to invest
sufficiently in marketing and simply did not understand Australian
coffee drinkers. Recently the Withers Group, which owns 7 ‐ Eleven
stores in Australia, has taken control of the remaining Starbucks
coffee shops. Withers Group chief executive Warren Wilmot has
indicated he hopes to re ‐ grow the brand and turn Starbucks into
“the most successful coffee chain in Australia”. Why has Starbucks
not been successful in Australia to date, and what recommendations
would you make if planning to grow this market?
You will need to do your own research on this case, however, as a starting point, take a look at the
Starbucks Australia website, and consider this SBS news story.
Link: http://www.starbucks.com.au
Link: http://www.sbs.com.au/news/thefeed/story/why‐ starbucks ‐ just ‐ cant ‐ crack‐australian‐
market