Posted: June 6th, 2015

cases

Read the mini cases carefully, identify and explain the growth strategy implemented in each case/ scenario provide justification to your answer.

1. Cafe2Go is the first UAE dorn café and the fastest growing local franchise. They are the pioneers of fusing an old Emirati Cuisine (camel milk) with a modern life style drink (coffee and tea). Since their inception they have stirred quite a buzz in the coffee world. The first store was inaugurated on September 2011 in Murooj Rotana hotel across from the prestigious Dubai Mall. Since then they have expanded to several locations around Dubai to cater to their rapidly increasing patrons. Explain the growth strategy implemented by Cafe2Go.
2. Starbucks and United Airlines: Starbucks has signed a contract with United Airlines making it possible for United Airlines customers to sip and enjoy Starbuck(R) coffee. “We’ve been proud to have Starbucks coffee served to millions of customers on United flights for the years,” said Rich Rodriguez, Starbucks Foodservice vice president, sales. Examine the growth strategy implemented in this case.
3. Coca Cola Vanilla: Vanilla Coke first hit stores in UK and US in 2003 offering consumers the opportunity to experience a new taste sensation, whilst still enjoying the great taste of Coca-Cola. Prior to doing so, Coca Cola carried out taste tests and developed the graphical ‘look’ of the brand. The company took great care to incorporate important aspects of the Coca Cola brand, but still differentiating it so consumers would see it as an alternative to coke. The drink proved so popular that it soon became the best-selling Coca-Cola flavored variant of the decade. Examine the growth strategy implemented in this case.
4. Starbucks Gift cards: Starbucks has a strong gift card program. Gift cards can be customized for any occasion and are a perfect way a treat family and friends on their special days. For example, gift a Starbucks gift card on your friend’ birthday. By using gift cards, what growth strategy is Starbucks implemented.
5. Powerade is a sport drink manufactured and marketed by the Coca-Cola Company. As of December 2010, Powerade has grown to take 21.7 percent of the United States market in the sport drink category. POWERADE combines carbohydrates, electrolytes with fluids for energy and hydration. It quenches thirst and replenishes minerals and carbohydrates lost during sports or other intense activities. With Powerade, what growth strategy has the Coca-Cola Company implemented?