Discuss the dimensions of product quality and explain why

Discuss the dimensions of product quality and explain why

Read the Chapter 9 Case: Real Choices at Starbucks

Answer each question in 200 – 350 words.

1.Summarize the case and identify the dilemma facing Starbucks.

2.Explain the product life cycle concept. Select THREE product offerings of Starbucks and discuss how each product is managed during the different stages of the product life cycle.

3.Discuss the dimensions of product quality and explain why quality is such an important product strategy objective for Starbucks.

4.What is branding and why is it important for Starbucks to maintain high brand equity? What can Starbucks do to enhance its brand equity position? Discuss reasons why you feel the Starbucks brand is successful.

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