Posted: January 4th, 2023

MGT201 Assignment 1 Marketing Management (MGT 201)

MGT201 Assignment 1 Marketing Management (MGT 201)
Part-A: Case Study Max Marks-7.5
Read the Chapter Case Study “The Coffee Wars” from Chapter No- 2 “Developing Marketing Strategies and a Marketing Plan” Page: – 58 and 59 given in your textbook/E-book – “Marketing” (8th ed.) by Dhruv. Grewal and Michael Levy (2022) and answer the following Questions:
1. Perform a SWOT analysis for Starbucks and Dunkin’ Donuts. Based on your analysis, in which company would you invest? Justify your answer.(2.5 Marks) A SWOT analysis is a tool used to evaluate the strengths, weaknesses, opportunities, and threats of a business. A SWOT analysis can be used to compare two companies in the same industry, such as Starbucks and Dunkin’ Donuts.

Strengths:

Starbucks has a strong brand recognition and loyalty among customers, due to its high-quality products and unique atmosphere.
Starbucks has a diverse product offering, including coffee, tea, and food items.
Starbucks has a strong international presence, with locations in over 75 countries.
Dunkin’ Donuts has a strong brand recognition and loyalty among customers, due to its affordable and convenient products.
Dunkin’ Donuts has a diverse product offering, including coffee, tea, baked goods, and sandwiches.
Weaknesses:

Starbucks has high prices compared to competitors, which may limit its appeal to price-sensitive customers.
Starbucks has faced criticism for its environmental and social impact, including its use of disposable cups and its sourcing of coffee beans.
Dunkin’ Donuts has a limited international presence compared to Starbucks, with locations in just over 50 countries.
Dunkin’ Donuts has faced criticism for its unhealthy food offerings, which may limit its appeal to health-conscious consumers.
Opportunities:

Both Starbucks and Dunkin’ Donuts have opportunities to expand into untapped markets, such as emerging economies or underserved regions.
Both companies have opportunities to introduce new products or expand into new categories, such as plant-based options or functional beverages.
Both companies have opportunities to leverage their strong brand recognition and loyal customer base to drive sales through targeted marketing campaigns.
Threats:

Both Starbucks and Dunkin’ Donuts face competition from other coffee chains and independent coffee shops.
Both companies face the threat of economic downturns or changes in consumer preferences that may impact demand for their products.
Both companies face the threat of technological disruption, such as the rise of delivery services or the use of automation in stores.
Based on this SWOT analysis, it is difficult to definitively say which company would be a better investment. Both Starbucks and Dunkin’ Donuts have strong brand recognition and diverse product offerings, but also face significant threats and weaknesses. Potential investors would need to consider a range of factors, including the financial performance and growth prospects of each company, as well as their risk profile and competitive landscape.
2. Which growth strategies have been pursued by Starbucks and Dunkin’ Donuts in the past? Which strategies do you believe will be most successful for the two firms in the future? Why? .(2.5 Marks)
3. Which marketing metrics would be most helpful for an executive in charge of developing new products for a coffee chain? .(2.5 Marks)

Part-B: Critical Thinking Max Marks-7.5

Reading required: – Read Chapter 1, 3 and 6 carefully and then answer the following questions based on your understanding.
1. Based on the differences discussed between needs and wants in Chapter-1, when companies that sell coffee and develop their marketing strategy, do you think they concentrate on satisfying their customers’ needs or wants? If yes how? What about a utility company, such as the Saudi Electricity company? A humanitarian agency, such as King Salman Humanitarian Aid and Relief Center? Critically examine. Chapter-1. (2.5 Marks) (Minimum 150 words)

2. As an intern for Starbucks, you have been asked to develop a social media campaign for a new latte. The objective of the campaign is to increase awareness and trial of this new line. Use the listen-analyze-do framework discussed in Ch-3 to outline a new campaign.
Chapter-3 (2.5 Marks) (Minimum 150 words)
3. You are planning to go for a Thursday night outing at a fine restaurant with your friends. When evaluating different alternatives, how you can differentiate between the universal set, the retrieval set, and the evoked set discussed in Chapter-6. From which set of alternatives point of view, most likely you would choose the restaurant? Explain.
Chapter-6 (2.5 Marks) (Minimum 150 words)

Important Notes: –
• For each question, you need to answer not in less than 150 Words.
• Support your answers with course material concepts, principles, and theories from the textbook and scholarly, peer-reviewed journal articles etc.
• Use APA style for writing references.

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