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                                 Customer Relationship Management (MKT610)                                   

Spring, 2014

Graded Discussion Board No. 2

Due Date: July 10, 2014

Total Marks: 05.

Topic: How to construct CRM program.

Lectures = First 28 Lectures are covered in this GDB


NOTE: There is no grace period in case of GDB


Learning objectives:

The case will enable the students to think as a Customer Relationship Manager, striking the measures to attract consumers towards an emerging brand.

Learning outcomes:

  • After attempting the assignment students’ vision will be broadened in dealing with a brand, which is in introductory stage at entirely new region.


  • Students will be capable enough to know the ways to grab a market, taking into consideration traditional aspects.

 “Starbucks Coffee”



Starbucks Corporation, one of the largest coffeehouse companies of the world with around 21,000 stores across 62 countries. Since 1971, Starbucks Coffee Company has been committed to ethically sourcing and roasting the highest-quality coffee in the world. Today, with stores around the globe, the company is the premier roaster and retailer of specialty coffee in the world. 


The Case:

Starbucks has started selling coffee in Seattle's Pike Place Market in 1971; initially they didn't sell coffee as a drink, just beans and later they started selling coffee with the concept of proper coffee shop where they provided a tremendous environment to attract the their targeted customers. With the passage of time, Starbucks is now known as a renowned coffee brand and is likely purchased by its targeted customers. The Starbucks coffee experience can be concluded in just a few words “Great coffee in comfortable surroundings served by an attentive staff and produced by a company that cares about this world”. Starbucks provides its customers with great tasting drinks and a commitment to creating a fun atmosphere; it is no wonder why Starbucks has become a household name. With over 16,000 shops worldwide, Starbucks is certainly one of the most visible brands in the world. 

After the efficacious and identified selling coffee experience, Starbucks is now likely to open its outlets in Pakistan. Due to the presence of already established similar brands such as; Dunkin Donuts and Gloria Jeans, Starbucks might have to face tough competition.


Point of discussion:

Being a student of “Customer Relationship Management”, you are required to recommend productive measures to Starbucks that can be beneficial for it to drag maximum customers towards itself in such a massive competitive environment in metro cities of Pakistan. (05 Marks)

Marking Scheme:

The total marks of this GDB are 5; mention at least 5 points to justify your answer. Each point carries 1 mark; avoid irrelevant text/material while answering the question.



Student’s Guide:

  • Keep your discussion with the mentioned scenario and irrelevant answers and material will not be graded. 
  • Do not copy/paste the text/paragraphs from the reference links.
  • Be careful from those blogs who are promoting cheating culture among our students and killing their creativity and critical thinking. Answers copied from such blogs will be straightaway marked as zero. Similarly any relevant or irrelevant material copied from internet sources will get the same treatment. It can seriously damage your grades.
  • For acquiring the relevant knowledge, do not rely only on handouts but also watch the course video lectures and read additional material available online or in any other mode.


Important Instructions:

  • Your discussion must be based on logical facts.
  • The GDB will open and close on above specified date and time. Please note that no grace day or extra time will be given for posting comments on GDB.
  • Use the font style “Times New Roman” and font size “12”.
  • Your answer should be relevant to the topic i.e. clear and concise.
  • Do not copy or exchange your answer with other students. Two identical / copied comments will be marked Zero (0) and may damage your grade in the course.
  • Books, websites and other reading material may be consulted before posting your comments; but copying or reproducing the text from books, websites and other reading materials is strictly prohibited. Such comments will be marked as Zero (0) even if you provide references.
  • You should post your answer on the Graded Discussion Board (GDB), not on the Moderated Discussion Board (MDB). Both will run parallel to each other during the time specified above. Therefore, due care will be needed.
  • Obnoxious or ignoble answer should be strictly avoided.
  • You cannot participate in the discussion after the due date via email.
  • Questions / queries related to the content of the GDB, which may be posted by the students on MDB or via e-mail, will not be replied till the due date of GDB is over.
  • For planning your semester activities in an organized manner, you are advised to view schedule of upcoming Assignments, Quizzes and GDBs in the overview tab of the course website on VU-LMS.


Note related to load shedding: Please be proactive


Dear students!


As you know that Post Mid-Term semester activities have started and load shedding problem is also prevailing in our country. Keeping in view the fact, you all are advised to post your activities as early as possible without waiting for the due date. For your convenience; activity schedule has already been uploaded on VULMS for the current semester, therefore no excuse will be entertained after due date of assignments, quizzes or GDBs.


“Good Luck”

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Replies to This Discussion

please share ur idea thanks

Please Discuss here about this GDB.Thanks

Our main purpose here discussion not just Solution

We are here with you hands in hands to facilitate your learning and do not appreciate the idea of copying or replicating solutions.

Dear Students Don’t wait for solution post your problems here and discuss ... after discussion a perfect solution will come in a result. So, Start it now, replies here give your comments according to your knowledge and understandings....

Point of discussion:

Being a student of “Customer Relationship Management”, you are required to recommend productive measures to Starbucks that can be beneficial for it to drag maximum customers towards itself in such a massive competitive environment in metro cities of Pakistan.

discuss q ni ker rha koi... time out hone ka wait ker rhy hein sb .



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