What is the background of the current market?

Strategic positioning is an integral aspect of the potential success of a company. Review the resources regarding Kellogg’s (Who Killed Tony the Tiger? How Kellogg Lost Breakfast and Will Kellogg’s Cereal Sales Ever Return to Normal?), and consider the different elements that have played a role in the company’s current position, such as competition and industry trends. Then reflect upon your chosen company (Starbucks) and post information on the following:

  • What is the background of the current market?
  • What are the most significant sources of competition for this company?
  • What are the significant industry trends that could impact your company?
  • Provide a brief synopsis of the overall market and key segments.


Discussion is about the company / product / service for which you will be creating a business plan. The Kellogg’s case study is meant to be mental lubricant. Please introduce YOUR company / product and briefly describe what it does, then address the discussion prompts. For all discussions please keep in mind the following:

  • Discussion boards can be casual in tone but you need to cite at least one source for each topic/week using APA formatting, headings/subheadings.
  • While discussions are casual, make sure you write at the graduate level, exploring and thoroughly addressing each part of the discussion prompt.
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