Posted: January 13th, 2023
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The Assignment must be submitted on Blackboard (WORD format only) via allocated folder.
Assignments submitted through email will not be accepted.
Students are advised to make their work clear and well presented, marks may be reduced for
poor presentation. This includes filling your information on the cover page.
Students must mention question number clearly in their answer.
Late submission will NOT be accepted.
Avoid plagiarism, the work should be in your own words, copying from students or other
resources without proper referencing will result in ZERO marks. No exceptions.
All answered must be typed using Times New Roman (size 12, double-spaced) font. No
pictures containing text will be accepted and will be considered plagiarism).
Submissions without this cover page will NOT be accepted.
￼￼￼Instructor’s Name: Dr. Swapnali Baruah
￼Students’ Grade: Marks Obtained/Out of 15 Level of Marks: High/Middle/Low
1. 2. 3.
Recognize an understanding of the overall marketing concepts, goals and strategies within the context of
organizations goals and strategies. (CLO-1)
Demonstrate the ability to formulate marketing strategies that incorporate psychological and sociological
factors which influence consumer’s decision.. (CLO-3)
Use effective and collaborative interpersonal skills to carry out scientific analysis of consumers’ needs and wants to formulate a marketing Plan. (CLO-5)
Read the Chapter Case Study “The Coffee Wars” from Chapter No- 2 “Developing Marketing Strategies and a Marketing Plan” given in your textbook/E- book – “Marketing” (8th ed.) by Dhruv. Grewal and Michael Levy (2022) and answer the following Questions:
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)
58 and 59
Perform a SWOT analysis for Starbucks and Dunkin’ Donuts. Based on your analysis, in
which company would you invest? Justify your answer.
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?
Which marketing metrics would be most helpful for an executive in charge of developing
new products for a coffee chain 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
Use APA style for writing references.
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