1 Instructions:

1 Instructions: 1.    Review the attached case and undertake research to learn more about it. 2.    Produce a report that addresses the issues presented in the case in relation to marketing strategy: a.    Provide a concise overview of the current market situation. b.    Provide a statement of the main problem, with explanation, and offer an analysis of macro and micro level issues that are relevant. c.    Identify and justify all critical factors, explaining which are most important. d.    Offer a set of recommendations for addressing the problem, giving your rationale with justification, and considering the critical factors identified. Include a discussion of possible advantages/disadvantages of your recommended solution. Ensure your answer coherently addresses the problem and is not just a list of independent suggestions. e.    You will need to consult the popular and business press in researching your case. You should also review the academic peer-reviewed literature, particularly when developing your recommendations. These literatures must be cited in your work and appropriately referenced using APA referencing. f. 3.    Produce a short video which succinctly summarises the key elements of your report. The video should coherently convey any necessary information about the current situation, main problem, and critical factors, which leads to your recommendation. Your recommendation should also be outlined and discussed. There is no expectation that videos will be of commercial quality (i.e., recording of an in-class type presentation is fine). It is expected that videos will demonstrate students’ ability to succinctly communicate ideas in a professional manner. 2 Topic: Growth via existing products Growth strategies can include selling existing products into either new or existing markets. The following is one case where growth might be achieved by doing this. a)    Starbucks coffee in Australia The world’s largest coffeehouse chain Starbucks first opened in Australia in 2000. In the years that followed it grew a considerable presence in the market, opening 84 coffee shops across the country. Many of these stores were ultimately unprofitable however, and in 2008 Starbucks closed 61 locations. Criticisms of Starbucks included that it failed to invest sufficiently in marketing and simply did not understand Australian coffee drinkers. Recently the Withers Group, which owns 7-Eleven stores in Australia, has taken control of the remaining Starbucks coffee shops. Withers Group chief executive Warren Wilmot has indicated he hopes to re-grow the brand and turn Starbucks into “the most successful coffee chain in Australia”. Why has Starbucks not been successful in Australia to date, and what recommendations would you make if planning to grow this market? You will need to do your own research on this case, however, as a starting point, take a look at the Starbucks Australia website, and consider this SBS news story. Link: http://www.starbucks.com.au Link: http://www.sbs.com.au/news/thefeed/story/why-starbucks-just-cant-crack-australian- market 3 AMN445 Assignment 2 – instructions for the writer •    Need some charts and graphs in the assignment as well as appendix which shows the data Overview of the    You provide a thorough and situation    insightful overview of the situation. Statement of the    You provide a clear and main problem and    comprehensive statement of analysis    the main problem with convincing explanation. You include an extensive analysis of macro and micro level issues. Critical factors and    You correctly identify all reasoning    critical factors and offer a clear and comprehensive justification. You convincingly explain why some factors should be considered more important than others. Recommendation    You offer highly insightful and rationale    recommendations that are coherent, and which comprehensively address the problem. You provide a well- justified rationale which takes the critical factors into account. You identify advantages and disadvantages, and discuss their impact. Professional    You organise content clearly, communication,    with no technical errors. You structure and    appropriately reference all writing    claims made, and use correct APA referencing style. You follow the suggested format and academic conventions precisely. Your report is free of spelling and grammatical errors. Video    Your video does an excellent job of summarising all key elements of your case. Recommendations are conveyed clearly and convincingly. Content flows smoothly and logically. Delivery is clear and engaging. The manner of communication is highly professional. Overall grade and comment (if any) Total score (out of 100) :__________ Final mark for assignment (out of 40) :__________ (final mark = total score divided by 100, multiplied by 40)