Class Announcements

• Homework coming around• Average in low 80’s• Talk with your TA• Homework due for latecomers to class

• Prepare for 9/14 homework assignment

1-3

• Drucker’s Five Questions

• Mission Statement

• BCG Growth/Share Matrix

• Porter’s 5 Forces

• Product/Market Expansion Grid

• SWOT Analysis

Key Concepts

2-4

Drucker’s Classic Questions:Defining the Corporate

Mission• What is our business?

• Who is the customer?

• What is the value to the customer?

• What will our business be?

• What should our business be?

2-5

Good Mission Statements

• Meaningful• Specific• Motivating• Based on the firm’s strengths in the

marketplace• Focused on customers and the

customer experience rather than on sales and profits

Starbucks Mission Statement

• http://www.starbucks.com/mission/default.asp

McDonald’s

• Quality, service, cleanliness and value (QSCV)

• Simple, easy and enjoyable restaurant experiences

• McDonald's Mission Statement

Starbuck’s Marketing Strategy

(prior to Schultz’s return)

• Value proposition?

• Target market?

• Positioning?

• Key elements of the marketing mix?• Price• Promotion• Place• Product

What Went Wrong?Starbucks Stock Price

SWOT Analysis

2 - 12

The BCG Growth-Share Matrix

Industry Analysis

McDonald’s Commercials

• McCafe Intellectuals

• http://www.youtube.com/watch?v=Cg87E1tjTOE

• http://mystarbucksidea.force.com/

SBUX vs. MCDChange In Stock Price

Future of Starbucks

• What efforts has Schultz taken to revitalize Starbucks’ marketing strategy?

• How successful do you expect those efforts to be?

Product/Market Expansion Grid

Kit Kat

• What was Chris White’s marketing strategy for Kit Kat in the U.K.?

• Why did Chris White’s marketing strategy fail?

• What are the similarities and differences between Kit Kat’s strategy in the U.K. and Japan?

• Why did Kit Kat’s Japanese marketing strategy succeed?

Thursday: Analyzing the Marketing Environment