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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 can’t be trusted, then have to be careful b/c there’s 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 We’ll start at 3 and probably take 2-2 ½ hours...
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