A) Why is Starbucks an innovative company? Support your answer with examples.
B) Discuss the role of four business functions at Starbucks. Give at least two innovation examples for each business function at Starbucks
C) Discuss the three levels of a product by using Starbucks’ Vanilla Latte as an example.
D) Discuss the four targeting strategies. Which targeting strategy does Starbucks use for its Vanilla Latte beverage? Justify your answer. (Check Starbucks website if you are not familiar with this product)
E) evaluate how the innovation in Starbucks’s marketing mix elements is used to position the products within the minds of consumers. Your answer should contain the following:
Starbucks’s market segmentation and targeting
What is positioning. How is it related to the marketing mix?
Examples of Starbucks’s marketing mix elements and their contribution to brand
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