StudentShare
Contact Us
Sign In / Sign Up for FREE
Search
Go to advanced search...

Marketing with additional research and reference - Case Study Example

Cite this document
Summary
Brand equity, according to Duncan is comprised of five elements: “proprietary brand assets, brand name awareness, brand association, perceived brand quality, and brand loyalty (2005).” Starbucks has created its brand equity by its proprietary brand assets—the trademark…
Download full paper File format: .doc, available for editing
GRAB THE BEST PAPER98.4% of users find it useful
Marketing Case Study with additional research and reference
Read Text Preview

Extract of sample "Marketing with additional research and reference"

Download file to see previous pages

As for the brand association, the company has positioned Starbucks store as the third place after home, and school or work, where high quality gourmet coffee is served and is available also for retail purchase. All this positioning is communicated through all the companys marketing efforts, where it builds the perceived brand quality—the layout of its stores, great customer service by friendly and knowledgeable crews, the taste of coffee, as well as extra perks that it offers such as free Internet access or sockets for electronic equipments such as laptops (Schultz 2009).

All these four constitute the elements that make up a Starbucks customers loyalty. This is how Starbucks create brand equity. The Asian market promises more opportunities for growth than Europe. For one, the emerging markets are in Asia, and as these new economies grow, opportunities for foreign expansion also emerge as buyer powers increase (refer to the case). Most Asian markets are also open to the Western lifestyle (refer to the case). Because Europeans have longer history which is embedded in their culture as regards the way coffee is consumed such as in countries like Austria and Italy, the Asian market seems more attractive (refer to the case).

Among the countries in Asia, Singapore seems to be the most viable country to enter, as Starbucks pose for its market entry in the region (refer to the case). In the mid-1990s, Singapore is the third largest economy in Asia, just after Japan and Brunei. Apart from having a high per capita income in the region, Singaporeans also like American products, which can give Starbucks a distinct advantage (refer to the case). Also, with the emergence of coffeehouses in the country, introducing the coffee lifestyle that Starbucks offer is no longer an issue, which otherwise could have incurred the company

...Download file to see next pages Read More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Marketing Case Study with additional research and reference”, n.d.)
Marketing Case Study with additional research and reference. Retrieved from https://studentshare.org/miscellaneous/1558593-marketing-case-study-with-additional-research-and-reference
(Marketing Case Study With Additional Research and Reference)
Marketing Case Study With Additional Research and Reference. https://studentshare.org/miscellaneous/1558593-marketing-case-study-with-additional-research-and-reference.
“Marketing Case Study With Additional Research and Reference”, n.d. https://studentshare.org/miscellaneous/1558593-marketing-case-study-with-additional-research-and-reference.
  • Cited: 0 times

CHECK THESE SAMPLES OF Marketing Case Study with additional research and reference

Gold Coast Tafe marketing and survey research

Objectives • To identify GCIT brand's effectiveness with regards to different segments of the target market • To identify the financial value of the GCIT and Gold Coast Institute of Tafe brand … The focus group technique will be used to research the GCIT brand's effectiveness with regards to different segments of the target market.... To conduct focus group research, the candidates are screened to determine the composition of the specific group....
4 Pages (1000 words) Case Study

Viability of the Cause-Related Marketing

The author of the paper gives detailed information about the viability of cause-related marketing, the pinkwashing as a risk for corporations, benefits, and the risks associated with each proposal, an overcoming the challenges faced by the foundation.... nbsp;  Actually, the cause-related marketing strategy as is seen with the Canadian Breast Cancer Foundation in various aspects of corporate social responsibility.... Essentially, this strategy worked for the profit and not-for-profit organizations that soot a specific stand in the fight against breast cancer while at the same time marketing their brands....
3 Pages (750 words) Case Study

Telefnica UK Limited and Vodafone's Marketing Strategies

One of the major limitations of the study was that it has been able to carry out secondary research only.... It is believed that some kind of primary research along with this would have increased its credibility.... This paper "Telefónica UK Limited and Vodafone's marketing Strategies" overviews the marketing strategies, the significance of communication mix of the UK based Telecommunication Company and evaluates current strategies adopted by the company in contrast to its competitor, Vodafone....
12 Pages (3000 words) Case Study

Marketing Cases Problem Solving

The company can carry out a small research to find out the exact optimal position for its products within the shelf layout.... oodyear Tire and Rubber Company Case AnalysisThe research on Goodyear Tire and Rubber Company gives us a clean picture as to why sometimes one has to keep on constantly... But the firm has to be careful in dealing with such giveaways by announcing that the consumer's who submit their information to the company will only be given the additional product free....
4 Pages (1000 words) Case Study

Modern Information Needs In Marketing

The role of the MIS is to assess the manager's information needs, develop the needed information, and distribute that information in a timely fashion, the information is developed through internal company records, marketing intelligence activities, marketing research, and marketing decision support analysis.... The paper "Modern Information Needs In marketing" discusses the immense importance of new marketing techniques such as product differentiation, branding, and advertising....
8 Pages (2000 words) Case Study

Strategic Measures and Practices in the Sales and Marketing Area at Great White

However, the market research conducted by Allied Bakeries has demonstrated a different scenario regarding the newly launched White loaf in the UK markets.... The paper focuses on the strategic measures and practices in the sales and marketing area at Great White....
9 Pages (2250 words) Case Study

The Practice of Persuasion Theory

Jill completely fails to communicate to her guests effectively because of the lack of emphasis to the significance of her proposed research.... Jill's does not appeal to these aspects hence she is not able to convince her guests to donate towards her research.... There appears to be a communication lapse in the way that she presents her case to the potential sponsors....
3 Pages (750 words) Case Study
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.
Contact Us