QUESTION 1

At Universal Studios (Los Angeles, California), there are a total of 10 Starbucks. Universal Studios is planning to open its FIRST company owned coffee shop brand called the "Universal Coffee House".

1) First, conduct a SWOT analysis for Universal Coffee House list at

least 2 examples for each SWOT component). (20 point)

2) Then, segment the market (at least 3 different segmentation categories) and identify its core target market from your segmentation. (20 points)

3) Finally, summarize what strong differentiation

Points Universal Coffee House can create exclusively for Universal Studios and indicate how they should position themselves in such an exclusive market (10 points)