Thapar University 2009 M.B.A SN522 - keting Management - Question Paper

Til AMR UNIVERSITY, PATIALA

LMTSOM Miirkeling Management SB 522 Mid Icini Examination Name of instructor: Ms Nili Cliafteji    MM: 30 l ime Allowed: 2 hrs

Instructions: All questions are compulsory.

Ql) Describe the various windows through which an organization can view its markets. Explain with examples.    (10)

Q2) lixplain the concept of value chain. Mow can a company add to its value chain?

(5)

Q3) Your business unit is the second larges! company in terms of relative market share and the market is growing al 18% p.a. As a strategic planner how will you evaluate your unit and what further strategies will you adopt?    (5)

Q4) Read the caselet and answer the questions that follow:

STARKuh<S COFFEE

Whatll you have? Skinny latte, espresso, almond truffle mocha? Mow about a Raspberry Mocha Chip Frappuccino or Tazoberry and Cream? Consumers globally are increasingly turning to Starbucks to quench a growing thirst for specially coffee and beverages.

Starbucks got its start in 1971 as a gourmcl coffee bean store in Seattle when the company used to sell roasted coffee beans to the local coffee lovers. In I9H7, Starbucks current chief executive, Howard Schultz, opened the first stylish Starbucks coffee bar after realizing an unlapped niche market of coffee outlets where the customers could be directly served with coffee in addition lo selling roasted coffee beaus lo them. Soon after trying latte and mochas Seattle became coffce crazy. In 1990s the demand for greal coffee allowed Starbucks lo expand- first lo the rest of United Stales and then further a field.

To penclrale the market llie company slressfed on enhancing the quality of its beans. It slarted vacuum packing the beans two hours after roasting. Starbucks started giving its employees over 24 hours of coffee-making training and lore. Starbucks maintained designers and archilccls in-house lo develop, maintain, and ujxlale the hip, upscale image of'lhe stores.

All of Ihis led lo the high-qualily service that built Starbucks brand loyalty in the long run.

The company purposely ci|>ciicci stores near one another, even if it involved some cannibalization, in orderly ensure intensive distribution coverage in attractive markets. Airports, hotels, and malls were all locations for Starbucks coffce hars.

A major issue lor Starbucks was the cost of coffee which can Uncinate wildly. I^;msi in llra/il, ihe worlds largest coffee producer, can damage coffee plants for years. New hushes can lake live years lo mature, Commodity coffee prices doubled while specially premium coffees briefly iripled in price as recently as the mid-l⁽WOs.

Wilh increasing domestic competition, Starhuek expanded lo Kuropc and Asia. Starbucks has retail locations in Japan, Singapore, ihe Philippines, Taiwan, Thailand, the United Kingdom, New Zealand, and Malaysia. Starbucks opened its first slore in Heijing, China, in 10W partnering wilh Meijing Mei Da Coffee Co. Ltd., its distributor for wholesale operations in llcijmg since I W<l. Starbucks also opened its llrsl outlet in Ihc Middle P'ast in Kuwait.

Frappueino, a Mended coffee and milk drink served chilled or over ice, was n product developed by Starbucks in conjunction with PepsiCo. In spite of the fuel (hat few Americans drank cold coffee prior to Frappneinos introduction as well as (ieueral foods' niarkcl failure with a cold cappucino product called Cappio, Frappueino slarled gaining acceptance including Tazo lea.

I.aler Starbucks also developed Starbucks* colt'ce flavored ice cream in partnership with Dreycr's (irand lee ('ream, Ini*. I'hese products made Starbucks a more significant brand within I lie grocery store channel

l.alcr Slarhucks also slarled selling coffee and products such as espresso machines, coffee presses, music, and books through its coffee hars and its website www_ssU|!bucks.coin. Starbucks also has a program lo offer food service and other merchandise lor n number of different markets including Ihe collcgc/imivcfcity market, the hotei/casino market, hospital and health care market, as well as business cafeterias.

Attachment: thapar-university-2009-m-b-a-26277-1.pdf

Earning:   Approval pending.