Core competence- Something that an organization can do better than competitors; a
source of competitive strength.
Organizing- the process of creating a structure that enables the company to respond to
Sales Promotion- A paid, short-term communication program that adds tangible value
to a product or brand. Common sales promotion tools include coupons, free samples,
and premiums. The two main categories are consumer sales promotion and trade s
Law of one price- a market in which all customers have access to the best product at
the best price.
Market skimming- a pricing strategy designed to reach customers willing to pay a
premium price for a particular brand or for a specialized prod
Channel of distribution- an organized network of agencies and institutions that, in in
combination, perform all the activities required to link producers with users to
accomplish the marketing task.
Physical distribution- all activities involve
Five forces model- model developed by Michael E. Porter that explains competition in
an industry: the threat of new entrants, the threat of substitute products or services, the
bargaining power of buyers, the bargaining power of suppliers, and
Integrated Marketing Communications- An approach to the promotion element of the
marketing mix that values coordination and integration of a companys marketing
communication strategy. The goal is to use one voice across all media.
Bringing Starbucks to Tel Aviv, Israel
April 15th 2014
Professor: Dr. Carl Witte
Table of Contents
I. Executive Summary.3
III. Situation Analysis: .4