Question 2. Since 1971, Starbucks has been committed to ethically sourcing and roasting the highest quality arabica coffee in the world. Today it is operating its giant business with a number of stores all around the world. In below some of its strategy is described- a) Special menu for elders Starbucks offers a special menu in special price by targeting the separate target audience who are their prium customer and also retired from their job responsibility. In the menu the food is designed by special focus on the health issue for the elder people. b) Starbucks 31-oz “Trenta” Cup Size Set for US Debut Unsatisfied with existing sizes Short, (8 ounces). Tall (12 ounces), Grande ( 16 ounces), Venti (20 ounces), and Venti Iced (24 ounces), Starbucks is launching Page 1 of 2 MKT 301 Exam will start: 11.00am, 23.5.21 Final Assessment_Summer 2021 Exam will close: 1.00pm, 23.5.21 the 31-ounce Trenta. The Trenta will cost fifty cents more than the Venti Iced, and will similarly only be available for iced drinks, the Trenta will appear in Starbucks in fourteen states including Virginia, Georgia. Florida, Texas, Hawaii and Arizona on January 18, California on February 1, and nationwide May 3 in USA. The company creates the new flyer including this new item with attractive image and price. c) Starbucks Happy Hour returns: If the customer purchase coffee from 2 to 7 p.m. on Thursday, they can win Happy Hour Return coffee. This Happy Hour Return includes holiday drinks – such as the Caramel Brulee Latte, Chestnut Praline Latte, Eggnog Latte, Peppermint Mocha and Toasted White Chocolate Mocha – along with traditional handcrafted beverages in a discounted price. Most beverages are available hot, iced or as a blended Frappuccino. This promotion is aimed to create some fun at home for customers during the covid-19 pandemic situation a) Try to find out in what stage these three different strategies are fit in according to Brand Resonance Model and how. (Instruction: Use bullet points) (Max 100 words) (4 marks) b) Based on the given situations what kind of price adjustment strategy of Starbucks is following in each case? Justify your opinion. (Max 30 words for each separate case) (3*1= 3 marks).
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