Marketing Strategy NMIMS Solution-June 19
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Q1. Founded in 1971 in Seattle, Washington, USA, Starbucks is a well-known international brand with presence in more than 20,000 locations. Tata Starbucks is a 50:50 joint venture between Starbucks and Tata Global Beverages (TGBL) in India. Tata Starbucks opened its first store in India in Oct-2012, and as of Feb-2019 had c. 135 stores in India. We look at activating more stores roll out in the next few years L Krishnakumar, Group CFO, TGBL (source: Business Today, 10-Feb-2019). Recently, the brand has started accepting orders via food delivery firms (e.g. Swiggy). The team is open to new product categories and new stores for such products (and/or existing products). There is no plan to raise funds from external sources, except for inorganic growth through acquisitions. You work as a Marketing Strategy consultant, and have been hired to develop the expansion strategy plan for the brand, which would help them increase the sales 5 times by 2025 (relative to sales in financial year ending Mar-2018). Provide your recommendations regarding the Marketing Strategy and Marketing Mix along with explanations.
Q2. Customer buying behaviour plays an important role in Marketing Strategy, and is affected by four key factors/influences/characteristics. You are working as a Marketing Strategy Consultant. Help your clients by identifying and explaining the major influences on buying behaviour with reasons for application in brand communication/ promotion for the following products/brands: (1) Mercedes India, (2) Narayana Hrudayalaya, (3) Netflix India, and (4) Byju s.
Q3. Founded in 1976, Brompton (www.brompton.com) is an international folding bicycle brand. Madhav, a first generation entrepreneur founded XYZ in 2019 with a vision to build and launch the first Indian folding bicycle brand, and and feature among top 3 international premium folding bicycle brands by 2025. Madhav wants to launch the product by Aug-2019. Madhav has hired you as a consultant.
a. Explain various stages and their characteristics in an industry life cycle, with specific comments regarding the current stage of the industry in India
b. There are 5 key ways to choose competitive advantage(s) as a part of differentiation and positioning strategy; explain these ways in which XYZ can differentiate its offering and finalise a unique positioning strategy for XYZ.