Week 7 Journal: Starbucks Case

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After reading the Starbucks Case in your text, address the following:

The case demonstrates how Starbucks created more clarity for its brand to coincide with the company’s 40th anniversary. Search the term “perceptual mapping” online. Note that a perceptual map is typically created based on two attributes. For example, a hotel might pick cost and service as the two attributes for a given map, but the hotel might do several different maps, with several different attributes, when analyzing how consumers feel about its brand vs. competitive brands. Demonstrate your understanding of the notion of perceptual mapping by “drawing” a perceptual map for Starbucks. You determine the attributes and the competitive brands that will be included on your map. Draw the map. Then take a picture of it with your phone and attach the image to your journal submission. Write about your thinking in creating the perceptual map, and give your impressions as to how it would be of value to Starbucks..

Keeping a “level playing field” for all, your journal entry must be between 300 and 400 words in length. Please plan your response before writing your submission.

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