The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail...
-
Upload
jonathan-blake -
Category
Documents
-
view
218 -
download
2
Transcript of The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail...
![Page 1: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/1.jpg)
The Coffee Wars
ABC Nightline
![Page 2: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/2.jpg)
Strategic Dimensions…Actions
• Price• Advertising• Products• Retail stores• Operations, roasting, packaging• Coffee culture• Social issues• Others??
![Page 3: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/3.jpg)
Ads
![Page 4: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/4.jpg)
Coffee’s Blue Ocean?
Strategic Dimension 1
?St
rate
gic
Dim
ensi
on 2
![Page 5: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/5.jpg)
Future Competitive Actions/Reactions
1. 2. 3.
1. 2. 3.
1. 2. 3.
![Page 6: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/6.jpg)
Wargaming Roles• Interactive dynamic competitive simulation– Key Players…Team Roles• Starbuck’s, Dunkin’ Donuts, McDonald’s, Coffee
Equipment Manufacturers, Coffee Farmers, Folger’s, Customers
– Others companies• Other coffee companies, other food companies, retailers,
suppliers, coffee growers/farms, processors, transporters, etc.
– Regulators/Watchdogs• FDA, USDA, DoJ, State Dept, WTO, Fair Trade, Organic, etc.
![Page 7: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/7.jpg)
Wargaming Process• Know your team
– Know other teams, too…• Develop repertoire of actions
– Anything goes, but must get OK from referee• Let the fight begin…
– Dunkin’ Donuts gets first moves– Other teams respond…or not– Other teams carry out actions…or not– Actions must be publicly announced (verbal and PPoint screen)
• Scorekeeper– Update revenue “score” based on…
• Customer reactions to actions• Customer’s general impressions, commentary• Investors’ perceptions of actions (Wally)
![Page 8: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/8.jpg)
Action Sequence• Actions, signals, threats, thoughts, etc….– Type in VERY brief statement of your action, announcement– Ring bell, then give verbal statement (30 seconds MAX)
– Examples:• DD: Introduces of mini cheeseburgers on menu…
Double-D Sliders• Seattle’s Best: Launches print ad campaign in national
women’s magazines
• Customer thoughts:– At any time…ring bell and give verbal statement (30 sec. MAX)
– Example… “It would be nice that I can get a decent cup of coffee at the fast food places my kids like to go eat, like Pizza Hut or KFC.”
![Page 9: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/9.jpg)
Action Bulletin Board
![Page 10: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/10.jpg)
Page 11
Wargaming Scoreboard
Time Period
Inde
x of
Rev
enue
![Page 11: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/11.jpg)
Voice of the CustomerSa
les
Gro
wth
Strong
Moderate
Stay the Same
Slight Decline
Sharp Decline
![Page 12: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/12.jpg)
Voice of the CustomerSa
les
Gro
wth
Strong
Moderate
Stay the Same
Slight Decline
Sharp Decline
![Page 13: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/13.jpg)
Page 14
Wargaming Scoreboard
Time Period
Inde
x of
Rev
enue
![Page 14: The Coffee Wars ABC Nightline. Strategic Dimensions…Actions Price Advertising Products Retail stores Operations, roasting, packaging Coffee culture Social.](https://reader035.fdocuments.in/reader035/viewer/2022062518/56649e845503460f94b86289/html5/thumbnails/14.jpg)
Page 15
Wargaming Scoreboard
Time Period
Inde
x of
Rev
enue