Marketing Strategy

Some key points as below for your reference:

1) Refer to the Assignment Guide page 4-6, we should choose a branded Coffee House or Coffee Retail Chain.We should evaluate, analyze and recommend marketing strategy for the chosen Company within local contexts.As confirmed with the tutor, we can choose one branded e.g. Starbuck (in Hong Kong) and the competitor assumed is Pacific Coffee Company (Hong Kong) or McCafe (Hong Kong).I suggest choosing Starbuck and the competitor is Pacific Coffee Company. (This point must clearly inform the website)

2) The assignment should divided into Part one and Part two.Please refer the details to Page 4.

3) The Assignment Structure: Please refer to page 7

This is an individual assignment as a single report in two parts and it may contain the following sections:

  • Title page
  • Executive Summary
  • Table of Contents
  • Introduction
  • Methodology

Part I: Current situation: What are Starbuck doing now?

  • Situational Analysis – Current Strategies
  • – Including current Values, 4P: Product, Price, Promotion and Place etc.
  • – What Starbuck wants to do now?
  • – Assume that the current Market Share of Starbuck in Hong Kong is 55%
  • – Assume that the competitor’s current Market Share of Pacific Coffee Company in Hong Kong is 30%
  • Segmentation Targeting & Positioning (STP)
  • Also including “Differentiation” and Positioning Map
  • · Differential advantages/weaknesses (USP) (SWOT) (PESTLE)+ (Competitors)
  • USP = Unique Selling Point
  • SWOT = Strengths, Weaknesses, Opportunities and Threats
  • PESTLE = Political, Economic, Social, Technology, Legal and Environmental (Including Marketing Research via MIS: Marketing Information System. From Secondary data to Primary data)

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