UGBA 10 Lecture Notes - Lecture 4: Toothpaste, Swot Analysis

• School: Berkeley
• Department: Business Administration, Undergraduate
• Course: UGBA 10
• Professor: Briginshaw John

Document Summary

Marketing strategy: position, messages, what success looks like. A description of what you have to offer relative to what others are offering. Target, frame of reference, key benefit, reasons to believe. The star wars figure on the box attracts little kids kids influence mom. Strength: consistent, hq, ethically-sourced products; comfortable stores; excellent customer service. Opportunities: rising disposable incomes; increased interest in ready-to-drink drinks. Threats: increased commitment of mcds and especially dunkin" to coffee category (dunkin" donuts changed name to dunkin" to show that they"re expanding into other markets such as the coffee market) Financial: describe the effect marketing will have on the bottom line. Non-financial: include perceptual objectives believed to drive longer term value. Starbucks: increase global same store sales from 8% to mid-double digits by 2017. The most pivotal things a business needs to do to deliver marketing strategy. Highlight precisely how the strategic initiatives will happen.