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Class Announcements

Class Announcements. Homework coming around Average in low 80’s Talk with your TA Homework due for latecomers to class Prepare for 9/14 homework assignment. Key Concepts. Drucker’s Five Questions Mission Statement BCG Growth/Share Matrix Porter’s 5 Forces

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Class Announcements

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  1. Class Announcements • Homework coming around • Average in low 80’s • Talk with your TA • Homework due for latecomers to class • Prepare for 9/14 homework assignment

  2. Key Concepts • Drucker’s Five Questions • Mission Statement • BCG Growth/Share Matrix • Porter’s 5 Forces • Product/Market Expansion Grid • SWOT Analysis

  3. Drucker’s Classic Questions:Defining the Corporate Mission • What is our business? • Who is the customer? • What is the value to the customer? • What will our business be? • What should our business be?

  4. Good Mission Statements • Meaningful • Specific • Motivating • Based on the firm’s strengths in the marketplace • Focused on customers and the customer experience rather than on sales and profits

  5. Starbucks Mission Statement • http://www.starbucks.com/mission/default.asp

  6. McDonald’s • Quality, service, cleanliness and value (QSCV) • Simple, easy and enjoyable restaurant experiences • McDonald's Mission Statement

  7. Starbuck’s Marketing Strategy(prior to Schultz’s return) • Value proposition? • Target market? • Positioning? • Key elements of the marketing mix? • Price • Promotion • Place • Product

  8. What Went Wrong?Starbucks Stock Price

  9. SWOT Analysis

  10. The BCG Growth-Share Matrix

  11. Industry Analysis

  12. McDonald’s Commercials • McCafe Intellectuals • http://www.youtube.com/watch?v=Cg87E1tjTOE

  13. http://mystarbucksidea.force.com/

  14. SBUX vs. MCDChange In Stock Price

  15. Future of Starbucks • What efforts has Schultz taken to revitalize Starbucks’ marketing strategy? • How successful do you expect those efforts to be?

  16. Product/Market Expansion Grid

  17. Kit Kat • What was Chris White’s marketing strategy for Kit Kat in the U.K.? • Why did Chris White’s marketing strategy fail? • What are the similarities and differences between Kit Kat’s strategy in the U.K. and Japan? • Why did Kit Kat’s Japanese marketing strategy succeed?

  18. Thursday: Analyzing the Marketing Environment

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