UGBA 10 Lecture Notes - Lecture 2: Starbucks, Marketing Strategy, Amazonfresh

• School: Berkeley
• Department: Business Administration Undergraduate Program
• Course: UGBA 10
• Professor: Omar Romero-Hernandez

Document Summary

Today: market dimensions, market scoping, customer relationship groups, organization mission/vision, smart metrics, bcg growth share matrix, product-market expansion framework, customer relationship groups, marketers base strategy on assessment of different customer groups" behavior & potential profitability. It"s too expensive for what it is. (3) true friends- I go out of my way to go to starbucks. If it"s an option, it"s where i go. (4) barnacles- i love starbucks & go whenever there"s a coupon or promotion : capture more business from butterflies grow. Customer understanding informs strategy: strategic planning process steps, define organization mission - how do we make our customers lives better? , set organization objectives & goals- how will we measure success? , design organization business portfolio- What businesses are we in? a: where do we place our bets, develop marketing strategy- Dog: cash cow- slow growing , big market share, star- high groth, big market share.