Stand alone question
1. Value is one of those nebulous concepts that arrives for a given customer at some price point in combination with other factors. For example, I love high quality dress shoes. It is said that most people notice the shoes that one is wearing. Although these shoes are expensive, they last for over a decade. For me they are a worthy investment. Please explain what value means and support your conclusions with research. In addition, discuss how the price of a product or service may be an indicator of value. Lastly, discuss how a business can be assured its employees are delivering superior customer value.
This question has a minimum of 375 words in the body, with clear and articulate explanation, Must be in APA format, have no spelling or grammar errors, and use 3 resources, when a source is cited on the reference page, it must also appear in the body of the text. (in text citation)
Case: Starbucks: questions on this case
Starbucks was founded on a vision of a coffee community or "third place" where friends could meet to talk, work, or just hang out. The company quickly became a worldwide phenomenon characterized by rapid store expansion, add-on services (drive thru, music, sandwiches, etc.) and the best place to find gourmet coffee. Just as quickly, however, Starbucks' success began to slip with declining customer visits, a falling stock price, and the actual closing of some locations. This case looks at how non-brand decisions (financials, contracts, locations, add-on services) eroded Starbucks' brand positioning and brand equity over time. It serves as a reminder that even great brands can sometimes lose their way.
1.) How was Starbucks able to take a commodity product and successfully differentiate it to the point where customers would pay seemingly high prices to obtain it?
2.) How did Starbucks' non-brand decisions erode the brand's positioning? How did this brand erosion lead to customers losing interest in the brand?
3.) Assume it is 2008 and you are Howard Schultz. You have just been brought back to the company you founded to turn it around. What would you do to reinvigorate the Starbucks' brand? Discuss both short-term and long-term strategies
Each question has a minimum of 375 words in the body, with clear and articulate explanation, Must be in APA format, have no spelling or grammar errors, and use 3 resources, when a source is cited on the reference page, it must also appear in the body of the text in each answer. (in text citation)
Case: Monsano 3 questions on this case
This case focuses on Monsanto's desire to balance the many significant benefits that its products bring to society (and the company's resulting profits) with the interests of a variety of stakeholders. The case examines Monsanto's history as it shifted from a chemical company to one focused on biotechnology. Monsanto's development of genetically modified seeds and bovine growth hormone are discussed, along with the safety and environmental concerns expressed by a number of Monsanto's stakeholders around the world. Some of Monsanto's ethical and patent-enforcement issues are addressed, along with the company's major corporate responsibility initiatives.
1.) Companies, like Monsanto, that offer technology to improve human lives are often said to have a moral obligation to society. How can Monsanto best fulfill this moral obligation while also protecting society and the environment from the potential negative consequences of its products?
2.) What do you make of Monsanto's "seed police?" Although patent protection is vital for every firm, do you believe that seeds, no matter how scientifically manipulated, should be considered technology, considering how essential they are to the basic necessities of agriculture and food markets. Does Monsanto have any sort of moral obligation to farmers and consumers to make its seeds available at prices affordable to even the poorest of farmers?
3.) If you were Monsanto's CEO, how would you best balance the conflicting needs of the variety of stakeholder groups that Monsanto must successfully engage?
Each question has a minimum of 375 words in the body, with clear and articulate explanation, Must be in APA format, have no spelling or grammar errors, and use 3 resources, when a source is cited on the reference page, it must also appear in the body of the text in each answer. (in text citation)
** One resource was provided for theses questions: Ferrell, O.C., & Hartline, M (2014). Marketing Strategy : Texts and Cases, 6th edition. Mason, OH:South-Western, Cengage Learning : The additional resources for all 7 questions can be from online resources, academic journals,etc. of your choosing.