Reference no: EM133419570

Assignment:

Starbits Case

You are the Marketing Manager at Starbits and you believe the introduction of a new coffee drink into Canadian stores will be an important move for the company to remain competitive.

You will need to get approval from the senior management team that includes the Chief Marketing Officer (Samantha Bell), the Chief Financial Officer (Lana Rubin) the Chief Operations Officer (Manny Blick) and the Senior Vice President of Customer Relations (Eric Ziggy). Typically, if your boss, Samantha, identifies that the project is a priority, it will likely get approval from the other stakeholders.

You are going to prepare a presentation for the stakeholders to provide an update on some important recent developments in the market. Reports are showing that results are slowing in Canada due to increased competition from other coffee competitors, increased at-home self-brew solutions as well as the growing popularity of drinking tea and the new concept of stores specifically focused on selling herbal teas.

The stakeholder group, especially your boss, Samantha, is most concerned with resources both financial and people as marketing budgets and human resources are very limited in recent months. The company has had a big focus on maintaining and growing market share and projects that can show market share growth as an outcome are often prioritized. Your boss has also had some challenges with some other marketing projects that have had very low ROI recently and is looking for less risky projects that can help boost the confidence of the leadership team in her and the marketing team.

To keep costs down and timelines short, the team will leverage as much as possible from the US launch the year prior. The US launch increased the company's market share by 10% and similar results are expected in Canada within one year following the launch.

The budget for the launch will be $1,000,000 and the expectation is that the product will be launched in Canada prior to Christmas.