Question: Choose a local store or service organization which will form the case study for your group assignment.

The coffee company that have been chosen by all the groups in our class are as below:

1) Super (My group)
2) Old Town White Coffee
3) Power Root
4) Nescafe

1) Assess the environment surrounding the organization/store.

2) Assess the industry and competitors.

- In this question, must show the analysis of competitors (include Super, Old Town White Coffee, Power Root, Nescafe and some others international coffee companies) and use some evidence to prove it, such as reports or journals. Besides, it must includes the strategies used by each company in order to make them compete with their competitors in the market.

3) Explain the role that customer service may have played in the past success of the store using the following terms: brand parity, brand equity, product positioning, perceptual mapping, and product differentiation.

4) Outline the market segments currently served by the organization as well as potential new segments if they exist. If not, explain why there are no new segments to be tapped.

5) Which model of buying behavior best suits an analysis of the organization you have chosen: affect referral, evoked set, or multiattribute? Discuss.