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Visa Card Case

In: Business and Management

Submitted By oneeza
Words 840
Pages 4
Read the case titled "Starbucks, Bank One, and Visa Launch Starbucks Card Duetto Visa" in the Resources and address the following components in your assignment:
• Answer discussion questions 2 and 4 at the end of the case.
2. Build the management-research question hierarchy for this project.
Step 1: Management Dilemma
Is there a brand fit between credit card and Starbucks? How does the customer value the different benefits being offered by the Starbucks Duetto Visa card? How does the customer value "the give back to the community component"?
Step 2: Management Questions
If there is a match between the brand and the customers value the benefits of Starbucks Duetto Visa card, the card should be launched to as large an audience as possible.
Step 3: Research Questions
Starbucks should go in for the full launch of Starbucks Duetto Visa card.
Starbucks should go in for a limited launch of Starbucks Duetto Visa card
Starbucks should launch the Starbucks Duetto Visa card without give-back-to-the community component.
Step 4: Investigation Questions
Does Starbucks Duetto Visa card clash with the image of Starbucks?
How much do the benefits of Starbucks Duetto Visa card appeal to the customers?
How much do the planned give back to the community component appeals to the customers of Starbucks Duetto Visa card?
Step 5: Measurement Question
What is the extent to which the perception of Starbucks is hurt by Starbucks Duetto Visa card.
In dollars what is the perceived value to the customer of the benefits offered by Starbucks?
In dollars what is the perceived value to the customer of the planned give back to the community component of the Starbucks Duetto Visa card.
Step 6: Management Decision
The management decision is to go in for a full launch of Starbucks Duetto Visa card with benefits and give back to the community component.

4. The Duetto Card team...

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