Who else thinks the national coffee market could use a jolt?
Most well-caffeinated Americans are familiar with the longstanding rivalry between Starbucks and Dunkin’, but if you live east of the Mississippi, you might be less familiar with an increasingly formidable challenger: Dutch Bros. Coffee.
Click here to read the story at fastcompany.com.
Discussion Questions:
- What is competition?
- What is the difference between direct and indirect competition?
- What is one example of a brand that represents direct competition to Starbucks and Dutch Bros. Coffee?
- What is one example of an indirect competitor to both brands?
- What is the marketing mix?
- What is place?
- How might this story represent an example of place?
- Why is place important to a brand’s overall growth strategy?
- Why do you think it took this long for Dutch Bros. to open its first East Coast location?
- What is sampling?
- Why is sampling important when introducing a new product or brand to consumers?
- According to this story, what did Dutch Bros. do to promote the new location?
- Do you think Starbucks is concerned about the growth of Dutch Bros. Coffee? Why or why not?
- If you were an executive at Dutch Bros. Coffee, what are five potential new locations you might recommend?
- How would you promote the company before opening the new location? Be prepared to share your ideas in class.
