Starbucks Via

http://live.wsj.com/video/instant-starbucks-what-the-drinkers-say/3B4847A8-A1B6-4B34-B5A8-3FFD4FA795EF.html

Starbucks Via (click here to view short video clip on the product Via)

The purpose of this assignment is to develop and demonstrate your ability to analyze a case, utilizing a valid analysis framework. This assignment will require the synthesis of the video with course concepts from your management text, supported with research citations and references. Complete a thorough case analysis using theCase Analysis Guidelines.

Review the marketing video link provided on Starbucks Via. Then examine the case analysis guidelines which will be the framework for the analysis of the video.

The complete document –Case Analysis Guidelines– can be found in your weekly materials.Please read the document thoroughly before you begin writing your case analysis!

Your paper should focus on the Starbucks product “Via” and be formatted as follows:

• Synopsis of the situation (this should be brief)
• Key issues
• Identification ofone key problem
• Alternative solutions (2 or more) to theone key problem
• Selected solution/why it was chosen
• Your recommendation(s) on how to implement the selected solution

Present your analysis in APA format, using headings and in-text citations, and references.

The completed paper should be 6-8 pages in length.

Submit your completed paper to the Written Assignments folder by Week 4, Day 7.