It Is Not Uncommon for a Brand to Identify More

question 23

Essay

It is not uncommon for a brand to identify more than one actual or potential competitive frame of reference. List what Starbucks could define as very distinct set of competitors, and suggest what possible POPs and PODs as a result.

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Definitions:

Sequential Compression Devices

Devices used to apply pressure to the limbs to prevent blood clots by improving venous return.

Ambulate

The act or ability to walk from place to place independently with or without assistance.

Blood Clots

Semi-solid masses of blood that form in response to injury or inflammation, sometimes leading to vascular obstruction.

Pneumonia

An infection that inflames the air sacs in one or both lungs, which can fill with fluid or pus, causing cough, fever, chills, and difficulty breathing.