The recommended decisions. Introduction: SB started as a local coffee bean retailer and has now grown into the largest coffeehouse company with its outlets spread all over the world in various countries. It has now added other delicacies like pastries, sandwiches to its menu and has been serving the customers with some best hot and cold coffees. One of its brands, Frappuccino suffered due to recession but then contributed between 15-20% in the total turnover of the company. It is a registered trademark of SB. It has been thinking of various strategies to extend this brand and some other plans are also in work. It is exploring the feasibility of offering customized Frappuccino options to its customers but then it would lead to longer queues and frustration among customers since Frappuccino has a longer preparation process. The recommended decision would be to offer those items which are there in the menu as introducing customized Frappuccino option would lead to longer customer lines and would ultimately lead to frustration. Although, the idea should not be dropped rather some more research and development is needed to identify the opportunities and threat that the company would have to face if customized option is made available to the customers.

EBK MARKETING

9th Edition

ISBN: 9780134292786

Author: Stuart

Publisher: YUZU

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Chapter 6, Problem 51C

Chapter 6, Problem 53C

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Solution Summary: The author explains that SB started as a local coffee bean retailer and has grown into the largest coffeehouse company with its outlets spread all over the world.

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