Principles Of Marketing
Principles Of Marketing
17th Edition
ISBN: 9780134492513
Author: Kotler, Philip, Armstrong, Gary (gary M.)
Publisher: Pearson Higher Education,
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Business Dilemma

The Broadway Cafe has been in business since 1952 and has never had a single competitor in the neighborhood. One of your employees has heard a rumor that Starbucks might be opening a store a few blocks away. Your staff is worried and is looking to you to provide reassurance that the competition will not affect your business. 

PROJECT FOCUS:

  • Determine a strategy for addressing your employees concerns, building loyalty among your customers, and remaining competitive in a changing market. 
  • Be sure to use information technology in your solutions including environmental scanning, competitive advantages, and first-mover advantages.
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