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Papers On Marketing & Consumer Behavior
Page 151 of 192

Starbucks and Dunkin’ Donuts
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A 5 page paper discussing the treading of Dunkin’ Donuts on Starbucks’ specialty coffee territory, and Starbucks’ move to urban areas through Magic Johnson’s national chain of franchise restaurants. Dunkin’ Donuts does not elevate its image by adding more affordable lattes to its menu, but rather appears to offer a cheapened version of the “real” thing. Starbucks’ products are viewed as being luxurious, but a $4 cup of coffee (as opposed to Dunkin’ Donuts’ $3) is an affordable luxury in which even low-income people can indulge occasionally. Bibliography lists 2 sources.
Filename: KSmktgStarDunkin.rtf

Starbucks Coffee at McDonald’s
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A 6 page paper discussing Ivey Case 98M006, Starbucks. McDonald’s has made another attempt to persuade Starbucks to allow it to carry Starbucks’ coffee in its restaurants, at a time when Starbucks’ senior management is examining the company’s prospects for growth in the future. Doing business with McDonald’s certainly would increase Starbucks’ short-term revenues, but such close association with fast food appears to carry promise of damaging Starbucks’ existing image and brand equity. The paper recommends that Starbucks reject McDonald’s overtures in the interest of protecting its brand equity. Bibliography lists 3 sources.
Filename: KSmgStarMcD.rtf

Starbucks in Asia
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A 16 page paper discussing the methods and rationale that Starbucks uses to expand into Asian countries, specifically China and Singapore. Starbucks already has found success in Japan and Singapore. It is progressing more slowly in China by design, but it is well on its way to achieving its long-term strategy for that country, which is to make it Starbucks' largest market second only to the US market. Bibliography lists 16 sources.
Filename: KSstarAsia.rtf

Starbucks in the UK; A Case Study
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This 5 page paper is a examination of Starbucks in the UK. The paper begins with a PEST analysis, looking at the political, economic, social and technological influences on the chain. The writer then considers how business may be increased during the slack periods and also looks at branding and positioning.
Filename: TEstarb1.rtf

STARBUCKS TO GO - STRATEGIC ANALYSIS
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This 15-page paper is a strategic analysis for a new Starbucks concept entitled On-The-Go. The discussion includes the need for the program, the target market, and promotion. Bibliography lists 5 sources.
Filename: MTstartogo.rtf

Starbucks Website
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This 4 page paper (3 pages of text and 4 PowerPoint slides) look at how and why the Starbucks website is effective at gaining and then retaining the interest of visitors to it's' internet site. The bibliography cites 3 sources.
Filename: TEStarweb.rtf

Starbucks' Strategy
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An 8 page paper discussing economic, social and technological forces affecting Starbucks' strategy, followed by a discussion of the firm's strategy at firm and business levels. Starbucks’ future seems to be assured, at least as long as it continues to focus attention on quality and personable service. Customers can find the opposite at any number of other outlets, and at much lower prices. Bibliography lists 3 sources.
Filename: KSmgmtStarStrat.rtf

Starbucks’ Promotional Tactics
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A 7 page paper discussing logistics marketing at Starbucks. Those holding that position will buy Starbucks’ products regardless of the price (within reason); there are things the company can do to mitigate others’ criticism and perhaps turn them into customers as well. Corporate social responsibility can be profitable as well as philanthropic; the suggestion here is that Starbucks should assume a supportive role in areas in which it purchases its coffee. Bibliography lists 5 sources.
Filename: KSmktgStarPro.rtf

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