I would appreciate if i can receive the completed assignment by the 20th February 2013 as it due for submission on the 21st February 2013.
MANCOSA: BBA YEAR 2 55

SIGN I NESS ADMINISTRATION
Read the caselet below and answer the questions that follow:
Starbucks
Starbucks was founded in 1971 in Seattle, by Gordon Bowker, Jerry Baldwi and Ziv Siegl. By 1982, Starbuck had five retail stores and was selling high quality whole bean and ground coffee products to restaurants and espresso stands in the Seattle area. In the same year, Howard Schultz joined Starbucks to manage retail sales and marketing. After convincing the firm to open a down town Seattle coffee bar in 1984, which was successful, Schultz left Starbucks to open his own coffee bar, II Giornale, which served Starbucks coffee. Schultz acquired Starbucks in 1987, and locations were opened in Chicago and Vancouver. The company published its first mail order catalogue in 1988. In 1991, Starbucks became the first U.S. based privately held company to offer stock options to all employees. The company went public in 1992.
Today, Starbucks coffee shops and Kiosks can be found in a variety of shopping centres, office buildings, bookstores, and other outlets. Starbucks is capitalizing on taste changes that predate the companys founding. In the early 1960s, American adults consumed on an average of three cups of coffee each day. Today, consumption has declined to less than two cups, with only half of American adults as coffee drinkers. During this time, decaffeinated coffee sales soared. In addition, a new category of intensely loyal coffee drinkers was born. This group of adults consumes -specialty- or -premium- coffees, including regular and decaffeinated versions with a variety of origins and flavours. Sales of specialty coffee have climbed from about $45 million annually to more than $2 billion today, accounting, for about 20 percent of all coffee sales.
Because Starbucks markets whole beans and coffee beverages, its competition comes from two distinct groups of firms. A number of regional coffee manufacturers distribute premium coffees in local markets, while several large national coffee manufacturers such as Nestle, Proctor & Gamble, and Kraft General Foods market and distribution specialty coffees in supermarkets. Coffee beverages are distributes by restaurants, grocery stores, and coffee retailers. Seattles Best Coffee is a fierce competitor.
Chairman Howard Schultz projects that Starbucks will grow from its present 6,000 stores to more than 20,000, 75 percent of which are in the Unites States. Starbucks is also moving into China. Retail stores account for more than 80 percent of revenues, with specialty operations accounting for the remainder.
Source: www.mbaknol.com
Question 1 (20) Assess Starbucks market growth strategy and analyze some of the challenges associated with Starbucks aggressive growth strategy.
Question 2 (20) Due to the recession, global warming and health conscious consumers, the consumption patterns of coffee could change, thus disrupting Starbucks in the same way that it paved the way for the companys growth in the 1980s. Assess Starbucks product development strategy.
Question 3 (20) Starbucks would like to enter the Chinese market. Discuss the various macro-environmental factors that need to be taken into account.
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COURSE AND ASSIGNMENT HANDBOOK: JULY 2012 INTAKE
MANCOSA: BM YEAR 2 56
Question 4 (20)
Advise on how Starbucks will use an integrated marketing communication strategy to create awareness in China.
Question 5 (20)
Discuss how Starbucks can segment the market in China.
Assignment Format
• Word Limit: Your assignment (excluding index, cover page, list of references and appendices) must not exceed 4500 words.
• Your assignment must include a Table of Contents page.
• Text: Font: Arial or Times New Roman (12), Spacing: 11/2 lines. All text must be justified at each margin.
• Your answers must include any theories, charts, tables, appendices or exhibits necessary to support your analysis and recommendations.
• References - At least 6 sources of reference (textbooks, journals, press reports, internet, etc) must be included in your list of references. The Harvard system of referencing must be used.
• You MUST use theory/literature to support your discussion/observation and opinions.
• Ensure that readings are not merely reproduced in the assignment without original critical comments and views.
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COURSE AND ASSIGNMENT HANDBOOK: JULY 2012 INTAKE