Marketing Management At Pace University

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Discussion Questions for Starbucks Case Study Adam J. Stern MBA 642 – Marketing Management at Pace University TABLE OF CONTENTS I. Has Starbucks has done well in Turkey? What are some of the common growth drivers in terms of consumer characteristics, market characteristics, and entry strategies across USA and Turkey that might account for Starbucks’ success? 3 II. What are the core, actual and augmented product benefits offered by Starbucks in Turkey? 4 III. Is Starbucks using a standardization, localization or hybrid marketing strategy in Turkey? 5 IV. Using the product/market expansion grid shown in Figure 2, apply the growth opportunities available to managers in Starbucks Turkey. 5 V. What marketing recommendations would you make to Starbucks in Turkey to help them sustain and/or improve sales growth, and remain competitive as they look towards the future? 6 VI. Bibliography 8 I. Has Starbucks has done well in Turkey? What are some of the common growth drivers in terms of consumer characteristics, market characteristics, and entry strategies across USA and Turkey that might account for Starbucks’ success? Starbucks identified the opportunity in Turkey, through its partnership with their regional franchise holder, the Al Shaya Group (“Starbucks Turkey,” pg. 12). Despite the many challenges facing them, the Al Shaya Group was committed to bringing the “Starbucks Experience’ to Turkey, and the company found success by embarking upon an aggressive

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