De Paul University Marketing Starbucks Case Study

Everything needed will be in the files below.

• Should Starbucks accept McDonald’s offer?
• If yes, take advantage of 30,000+ stores all over the world; competition between Starbucks and McCafe will be softened. But,

• • How will this deal affect the Starbucks brand image?
  • How Starbucks’ marketing mix has to be adjusted?

• If no, why no?

• 1. Executive Summary

• • highlights the problem, backgrounds, and your recommendation

• 2. Introduction

• • Background of the decision question
  • importance of the decision

• 3. Evaluation of McDonald’s offer, e.g.,

• • Sales increase/decrease
  • Product and service quality of the coffee
  • Starbucks’ overall brand image

• 4. The chosen alternative and justification

• • Your decision
  • Why you choose this alternative and reject the other?