Can McCafe beat Starbucks?
Recently, in the module of Introduction to Marketing and Brand Strategy, each group showed their investigation results of “Can McCafe beat Starbucks?” by using PPT, pictures, data and so on. All of the students stated their group’s viewpoints confidently. Some groups believed that Starbucks would never be defeated, for the two have different customers; other groups disagreed with them, because the brand positioning of McCafe was consistent while Starbucks’ became indistinct and it also began to sell cheap coffee. If it goes on like this, Starbucks will not keep the uniqueness of their products anymore. The heated debate was like a smokeless war, and all students enjoyed it very much. Their unexpected performance shocked our Teacher Coco. And finally Coco pointed out some common problems for their future promotion.