Question
Note: This is the note from where the question was taken from. Recommendation for tactics. Keep recommendations at a high level. For instance, discussion of
Note: This is the note from where the question was taken from.
Recommendation for tactics. Keep recommendations at a high level. For instance, discussion of a promotional campaign makes no sense without the context of the marketing strategy. Items in sets of tactics for the grand strategies are below.
concentrated growth
o target market
o primary benefit for customer
o changes to existing actions?
market development
o target market
o primary benefit for customer
o product(s)
o how to reach customers with distribution
o how to reach customers with promotion
horizontal integration
o target market
o primary benefit for customer
o criteria of company to be acquired - This is the subject matter in the question.
Question:
Starbucks is all over now, but they started in Seattle and expanded from there. Imagine you are on the board of Starbucks at the time it was contemplating horizontal integration to enter New England. One item is the set of tactics is "criteria of company to be acquired" (p. 11). What criteria would you recommend?
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The Restaurant From Concept to Operation
Authors: John R Walker
6th Edition
9781118139950, 470626437, 111813995X, 978-0470626436
