Two coffee house chains, Startrak and Mill Mountain, dominate the Columbus market. Startrak has developed three new

Question:

Two coffee house chains, Startrak and Mill Mountain, dominate the Columbus market. Startrak has developed three new marketing strategies, 1, 2, and 3, for the fall season, which include various combinations of media and print advertising and promotions. Mill Mountain knows Startrak plans a marketing campaign, and it has developed three strategies of its own, A, B, and C, to offset those of Startrak. The following payoff table shows the percentage market share gains (or losses) expected by Startrak given the three possible strategies of Mill Mountain.

Determine which possible strategy Startrak should employ using the following decision criteria.
a. Maximax
b. Maximin
c. Minimax regret
d. Hurwicz (a = .4)
e. Equal likelihood