BUSI 520 Marketing Management Individual Project (MMIP): Develop Value Offering Product Experience Assignment Instructions Overview Each student must complete an individual marketing project. Your first task is to select a project topic. No two students will work on the same product/service. This must be an existing product, service, or organization. Instructions The same project topic must be used in all installments. Each project installment must include a title page that has the name of the project topic in it. Each of the five questions should be numbered and written out in its entirety in the pages that follow. The entire document (all five questions, combined, but not counting references) should be at least 600 words (12-point Times New Roman font, double spaced), and include a separate references page. All content must show direct application to the topic and exclude definitions of terms and general explanations of generic marketing topics. The assignment should be submitted as a Microsoft Word document. When completing an assignment for a given module, the student will assume the role of marketing manager for the selected organization. All student responses must be based on research. View the entire course textbook (all chapters) as a resource for the assignment, meaning it may be necessary to locate assignment-related material in chapters other than those corresponding with the module in which the assignment is located. While the effort has been made to ensure that all material necessary for assignment completion is found in the textbook, contact the instructor immediately if information needed to complete the assignment cannot be located in the textbook. The instructor will then provide instructions on locating the required material. Quotes must be minimized and long quotes (40 words or more) avoided. Outside sources to be cited include scholarly marketing journals (Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, etc.), practitioner publications, and the course textbook. Assignments must be submitted though Turnitin. Questions Q1. Explain the organization’s product plan. (Ch. 8) Q2. Explain the product’s/service’s current life cycle stage (introduction, growth, maturity or decline). Select one stage to discuss and omit the others. (Ch.8) Q3. Discuss viable techniques of building the equity of the brand. (Ch.9) Q4. Discuss several branding decisions recently made or appropriate to make. (Ch.9) Q5. Discuss organizational efforts at customer satisfaction, loyalty, and retention. (Ch.10) 5 Marketing Management Project Name Name of Lecturer Institution Date Marketing Management Project Q 1: Forms of Marketing Research Organizations need to conduct various market-related research activities to discover client needs and remain relevant and competitive in the industry and market in general. Reputable companies, such as Starbucks Inc., usually employ different market research methods to ide ...

1. BUSI 520
Marketing Management Individual Project (MMIP): Develop
Value Offering Product Experience Assignment Instructions
Overview
Each student must complete an individual marketing project.
Your first task is to select a project topic. No two students will
work on the same product/service. This must be an existing
product, service, or organization.
Instructions
The same project topic must be used in all installments. Each
project installment must include a title page that has the name
of the project topic in it. Each of the five questions should be
numbered and written out in its entirety in the pages that
follow. The entire document (all five questions, combined, but
not counting references) should be at least 600 words (12-point
Times New Roman font, double spaced), and include a separate
references page. All content must show direct application to the
topic and exclude definitions of terms and general explanations
of generic marketing topics. The assignment should be
submitted as a Microsoft Word document.
When completing an assignment for a given module, the student
will assume the role of marketing manager for the selected
organization. All student responses must be based on research.
View the entire course textbook (all chapters) as a resource for
the assignment, meaning it may be necessary to locate
assignment-related material in chapters other than those
corresponding with the module in which the assignment is
located. While the effort has been made to ensure that all
material necessary for assignment completion is found in the
textbook, contact the instructor immediately if information
needed to complete the assignment cannot be located in the
textbook. The instructor will then provide instructions on
locating the required material. Quotes must be minimized and

2. long quotes (40 words or more) avoided. Outside sources to be
cited include scholarly marketing journals (Journal of
Marketing, Journal of Marketing Research, Journal of Consumer
Research, etc.), practitioner publications, and the course
textbook. Assignments must be submitted though Turnitin.
Questions
Q1. Explain the organization’s product plan. (Ch. 8)
Q2. Explain the product’s/service’s current life cycle stage
(introduction, growth, maturity or decline). Select one stage to
discuss and omit the others. (Ch.8)
Q3. Discuss viable techniques of building the equity of the
brand. (Ch.9)
Q4. Discuss several branding decisions recently made or
appropriate to make. (Ch.9)
Q5. Discuss organizational efforts at customer satisfaction,
loyalty, and retention. (Ch.10)
5
Marketing Management Project
Name
Name of Lecturer
Institution
Date

3. Marketing Management Project
Q 1: Forms of Marketing Research
Organizations need to conduct various market-related research
activities to discover client needs and remain relevant and
competitive in the industry and market in general. Reputable
companies, such as Starbucks Inc., usually employ different
market research methods to identify customer needs and blend
their products and services to satisfy the market demands,
tastes, and preferences. They broadly fall under quantitative and
qualitative research methods via primary and secondary
research techniques. Surveys, personal interviews, focus groups,
field trials, and observations are crucial market research
methods that firms, especially marketing departments, can apply
to realize success (Valuiskaya, 2019). Therefore, in this
context, the focus group research method through qualitative
research techniques seems the best for identifying the clients’
needs to provide the necessary satisfaction.
Q 2: Explanation of External Forces Concerning Marketing
Planning and Strategy
External factors prevailing around an organization usually
affect its marketing plans and strategic business decisions in
general. These external factors typically play fundamental roles
in making critical marketing decisions for the Starbucks
Company. These external forces affecting marketing plans and
programs entail competition, technology, legal, social, and
ethical trends (Qazzafi, 2020). The actions and reactions of
competitors in the industry would significantly influence the
marketing decisions of food products, such as pricing and
advertisements. Similarly, the applicable legislation regulating
the conduct of business enterprises in the industry would
eventually determine the marketing plans and strategies.
Moreover, embracing modern technological advancements in the
industry would enable the company to remain relevant and
competitive via improved product and service quality for
enhanced convenience and customer satisfaction. Furthermore,

4. neighborhoods prevailing socio-cultural trends and patterns may
considerably influence the products and services sold to
consumers.
Q 3: The Starbucks and Customer Relationship Management,
CRM
Clients form the backbone of an organization because their
continued support determines overall success. Therefore, an
organization should nurture warm relationships with primary
stakeholders, especially customers, to ensure ultimate success.
Consequently, Starbucks mainly focuses on sustaining high-
quality products and services, honesty, transparency, and
accountability, alongside responsible and accountable conduct
(Valuiskaya, 2019). In other words, it aims at serving the target
market responsibly, humanely, ethically, and equitably to foster
good neighborliness, thus, harmonious relationships.
Q 4: The Consumer Characteristics
Consumer characteristics typically play tremendous roles and
responsibilities when making purchase decisions. These
consumer characteristics usually fall under personal,
psychological, cultural, situational, and social aspects that all
marketers should comprehend (Qazzafi, 2020). From my
perspective, among the enlisted consumer characteristics,
personal matters tend to influence consumer decision-making
processes and eventual product or service purchases. Hence,
personal aspects matter most in consumer decision-making
processes. Indeed, product or service purchase decisions
squarely lie with the personality of the individuals concerned.
For instance, some cultures previously loathed taking specific
cuisines or beverages, such as coffee, but today, this trend and
pattern seem to change based on personal decisions.
Q 5: Product and Service Positioning in the Market
For a product or service to acquire a sizable market share and
subsequent client loyalty, market targeting and positioning are
prerequisites (Moon & Kamakura, 2017). I would follow five
basic steps to position this organization’s product in the target
market n this context. First, I would comprehend the primary

5. reasons why clients buy or use the product in question.
Secondly, I would identify the target market or the population
group which can utilize the product under focus. Thirdly, I
would determine the market stages, especially the maturity
stage. The fourth stage would encompass determining the
prospective clients’ state of mind. Finally, tying all the
mentioned steps together would eventually help me arrive at
how to position a product correctly in the market to withstand
the emerging market competition.
References
Moon, S., & Kamakura, W. A. (2017). A picture is worth a
thousand words: Translating product reviews into a product
positioning map. International Journal of Research in
Marketing, 34(1), 265-285.
Qazzafi, S. (2020). Factor affecting consumer buying behavior:
a conceptual study. International Journal for Scientific Research
& Development, 8(2), 1205-1208.
Valuiskaya, E. (2019). Corporate Social Responsibility in
Business-to-Business and Business-to-Consumer Companies:

6. Nucor Corporation and Starbucks Corporation Case Studies
(Doctoral dissertation, University Honors College Middle
Tennessee State University).
5
Fast Food Industry and Marketing Management Project
Name
Name of Lecturer
Institution
Date
Fast Food Industry and Marketing Management Project
Q 1: A Brief History of Starbucks and Product Description
Starbucks is presently a multinational organization that started
as a small, young, and little-known coffee outlet in 1971 in Pike
Place Market, Seattle (Valuiskaya, 2019). From a small
beginning, its aggressive marketing strategies enabled it to grow
and develop gradually to become the current renowned
multinational fast-food company serving almost the global
market. The brains behind the origin of this company were three
industrious academia and business-minded founders, namely

7. Jerry Baldwin, Gordon Bowker, and Zev Siegl (Valuiskaya,
2019). The firm focused and excelled in preparing and serving
unique roasted coffee to a widespread clientele base. It remains
a respected fast-food company specializing in roasting,
marketing, and selling specialty coffee in the crowded and
competitive industry.
Q 2: An Explanation of the Current or Possible Global
Marketing Efforts
It takes aggressive marketing efforts via sustained strategic
business decisions to place a company and its main products in
the right market. It applies various marketing methods to market
and promotes itself and its products to the target market, such
as through its website, social media platforms, and strategic in-
store displays. Additionally, it also uses collaborative business
techniques to market and promotes itself and its product lines,
enabling it to withstand competition in the industry (Haskova,
2015). For instance, collaborative business decisions, such as
joint ventures and high-quality products and services blended to
suit client tastes and preferences make this organization grow
and develop continuously and tremendously in the competition-
riddled industry.
Question 3: An Explanation of the Organization’s Mission
Nearly all successful organizations typically have mission and
vision statements to guide and govern their overall activities
and performance. Therefore, to inspire and nurture the human
spirit-one cup and one neighborhood at a time is Starbucks
Inc.’s famous mission statement (Mason et al., 2017). The
mission statement primarily focuses on motivating and serving
the needs of the neighboring community, primarily through
preparing and selling high-quality tailor-made products and
services to the target market. In other words, the mission
statement tends to cultivate harmonious stakeholder
relationships that unite the company and the neighboring
society via serving them ethically, humanely, effectively, and
responsibly with utmost sensitivity to social and environmental
matters.

8. Q 4: An Explanation of the Competitive Strategy
All clients aspire to get high-quality goods and services at
relatively affordable market rates. Therefore, Starbucks Inc. has
remained true to its word by consistently providing high-
quality, tailor-made goods and services at reasonable market
prices to attract and retain the target market (Haskova, 2015).
Additionally, opening various affiliates is another reliable,
competitive strategy, which ensures that its unique products and
services in the market reach as many target clients as possible.
It succeeds through aggressive collaborative marketing
strategies such as joint ventures and acquisitions to penetrate
virgin foreign markets.
Q 5: The SWOT Analysis for Starbucks Inc.
All organizations operating in different industries possess
different strengths, weaknesses, opportunities, and threats,
which all leaders should comprehend for appropriate strategic
business decisions. The sound financial base, qualified,
competent, and self-motivated staff, alongside the high-quality
products and services, form a considerable part of this
organization’s strength in the competitive industry. However, an
occasional employer-employee relationship problem is a
weakness worth pinpointing. Various lucrative or untapped
business potentials exist in different world regions, especially
in the developing world. Therefore, venturing into and
exploiting such market segments may bear fruitful returns for
this company (Mason et al., 2017). Contrastingly, threats such
as the young and emerging business enterprises in the industry
pose severe market and business challenges to this organization,
hence, a great threat. Consequently, employing strategic
business decisions, which turn weaknesses into opportunities
and threats into strengths, are essential for the magnificent
growth, development, and general prosperity of this renowned
multinational in the industry.

9. References
Haskova, K. (2015). Starbucks marketing analysis. CRIS-
Bulletin of the Centre for Research and Interdisciplinary Study,
1, 11-29.
Mason, A., Cole, T., & Goza, N. (2017). STARBUCKS: A
CASE STUDY OF EFFECTIVE MANAGEMENT IN THE
COFFEE INDUSTRY. Journal of International Management
Studies, 17(1).
Valuiskaya, E. (2019). Corporate Social Responsibility in
Business-to-Business and Business-to-Consumer Companies:
Nucor Corporation and Starbucks Corporation Case Studies
(Doctoral dissertation, University Honors College Middle
Tennessee State University).