Marketing
Intro to Marketing / CASE STUDY 1
Professor Coelho
Coffee Wars: Starbucks vs. Dunkin Donuts
Using the attached article, information from the textbook (especially from chapters 3 & 4), the article brief in your textbook (pg 163), and especially other outside resources, thoroughly explain the following questions. Be sure to answer ALL parts of the question. Your Case Study should be no longer than 3 typewritten, double spaced pages. Choose only ONE company (Dunkin Donuts OR Starbucks) to answer each question – use the SAME company throughout the case study. 1. How big is the U.S. coffee market? Be as specific as possible and cite your source. What type of data are you using (primary or secondary?). Provide two specific examples of internal data from the company you choose. How does it help the company? 2. How does the company you chose (SB or DD) differentiate themselves? i.e. what are their main (3) value propositions? 3. Using the same company you chose in the previous question, explain what is the biggest plus in their marketing mix (price, product, promotion, place). Provide two examples to back up your answer. Describe a time when they changed a component of their marketing mix to address a threat or opportunity. 4. Provide one example of how the company you chose participates in Societal Marketing. Also discuss one significant actor or force from either their Micro or Macro environment that has negatively affected their ability to serve their customers.
Coffee Wars: Starbucks vs. Dunkin Donuts
Dunkin Donuts and Starbucks both have their own unique flavors of coffee. "More than 100 million people in the U.S. alone drink coffee every day." (Information taken from The National Coffee Drinking Trends Study, 2004 ) Each of these people do have a preference to which chain of coffee makers they chose. It can almost be broken up into a red state blue state debate. These two are divided in coffee bean choice, style and even price.
Professor Coelho
Coffee Wars: Starbucks vs. Dunkin Donuts
Using the attached article, information from the textbook (especially from chapters 3 & 4), the article brief in your textbook (pg 163), and especially other outside resources, thoroughly explain the following questions. Be sure to answer ALL parts of the question. Your Case Study should be no longer than 3 typewritten, double spaced pages. Choose only ONE company (Dunkin Donuts OR Starbucks) to answer each question – use the SAME company throughout the case study. 1. How big is the U.S. coffee market? Be as specific as possible and cite your source. What type of data are you using (primary or secondary?). Provide two specific examples of internal data from the company you choose. How does it help the company? 2. How does the company you chose (SB or DD) differentiate themselves? i.e. what are their main (3) value propositions? 3. Using the same company you chose in the previous question, explain what is the biggest plus in their marketing mix (price, product, promotion, place). Provide two examples to back up your answer. Describe a time when they changed a component of their marketing mix to address a threat or opportunity. 4. Provide one example of how the company you chose participates in Societal Marketing. Also discuss one significant actor or force from either their Micro or Macro environment that has negatively affected their ability to serve their customers.
Coffee Wars: Starbucks vs. Dunkin Donuts
Dunkin Donuts and Starbucks both have their own unique flavors of coffee. "More than 100 million people in the U.S. alone drink coffee every day." (Information taken from The National Coffee Drinking Trends Study, 2004 ) Each of these people do have a preference to which chain of coffee makers they chose. It can almost be broken up into a red state blue state debate. These two are divided in coffee bean choice, style and even price.