17 Doing Biz in LA Notes

17 Doing Biz in LA Notes - worthless On the other hand,...

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Doing Biz in LA Notes 6/4/09 If the marketing campaign is not sincere, it could cause consumer backlash marketing campaign should have a good story to tell can also partner with a third party (maybe an opinion-leader) org or third party certification to show that it is not self-serving What do you tell the investors? If a third party certifier (that they pay conflict of interest) will certify their coffee at a slightly lower standard o They need a large player like Starbucks, so they will try very hard to certify them or create standards that will allow them to become certified o Some certifiers set their own standards; they may not have independently set standards, so the ‘certification’ could be
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Unformatted text preview: worthless On the other hand, certifiers ARE their standards; if they cant be trusted, then have to be careful b/c theres a risk they might lose legitimacy Starbucks could benefit from having a consistent, connected (so that Starbucks can communicate what quality it wants) supply chain Either way, Starbucks will spend money on marketing, so why not spend part of it on promoting C.A.F.E. Practices Presentations will be 10-15 min long and then take questions Be prepared for computer equipment issues can send our ppt to the class folder so can access it from any computer o Well start at 3 and probably take 2-2 hours...
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This note was uploaded on 12/27/2009 for the course IRPS IRGN 490 taught by Professor Marydelmege during the Spring '09 term at UCSD.

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