Name: SAYON, CASTANAR AND MONILLA Year & Section: BSBA 3-3

MKTG 80 – Marketing Management

OBA# 2
1. Take any fast-food company and identify its product mix and mention the breadth of the mix. Take any 2
product lines from that and identify their lengths and depths. 25 PTS.

COMPANY NAME STARBUCKS

PRODUCT MIX Premium Coffee (Expresso, Frappes, Chocolates and Tea) Food
(Breads, Cookies)
BREADTH Coffee Beverages. Food Item (Desserts)

PRODUCT LINES LENGTHS DEPTHS

Coffee Beverages The length of the mix would be 6. The depth of that particular product
● Espresso line would be 62.
● Blended Beverage
● Featured Drink A. Featured Drinks
● Signature
1. Vienna Creamy Latte
Food Item (Desserts) 2. Honey Plum Pure Matcha Latte
● Cakes 3. Coconut Double Mocha
● Pastries Macchiato

Size Avail: Short / Tall / Grande

B. Brewed Coffee

Hot Coffee
1. Hot Brewed Coffee

Iced Coffee
1. Salted Caramel Cold Brewed
2. Vanilla Sweet Cream Cold
Brewed
3. Dark Caramel Cold Brewed
4. Cold Brewed
5. Nitro Cold Brewed

Size Avail: Short / Tall / Grande

C. Espresso

Hot Espresso
1. Caffe Misto
2. Flat White
3. Espresso
4. Espresso Macchiato
5. Espreso Con Panna

Iced Espresso
1. Iced Caramel Macchiato
2. Iced Capoucino
3. Iced Caffe Mocha
4. Iced Americano
5. Iced Caffe Latte
6. Cold Foam Iced Espresso
7. Iced White Chocolate Mocha

Size Avail: Short / Tall / Grande

D. Blended Beverage

Cream Based Frappuccino

1. Chai Tai Cream Frappuccino
2. White Chocolate Cream
Frappuccino
3. Caramel Cream Frappucino
4. Strawberry Cream Frappucino
5. Green Tea Cream Frappucino
6. Chocolate Cream Frappucino

Coffee Based Frappucino

1. Espresso Frappuccino
2. White Mocha Frappuccino
3. Dark Caramel Coffee Frappucino
4. Triple Mocha Frappuccino
5. Coffee Jelly Frappucino
6. Coffee Frappucino
7. Mocha Frappucino
8. Java Chip Frappucino

Size Avail: Short / Tall / Grande

Food

A. Pastries
1. Bacon Belgian Waffles
2. Banana Bread
3. Belgian Waffles
4. Chocolate Dipped Doughnut
5. Cinnamon Danish
6. Dark Chocolate Macadamia
Cookie
7. Double Chocolate Peacan Bar
8. French Butter Croissant
9. Glazed Doughnut
10. Sausage Roll

Varities Available: Hot / Cold

 B. Dessert
1. New York Cheesecake
2. Blueberry Licious Cheesecake
3. Classic Chocolate Cake

Varities Available: Sliced / Whole

4. Banoffee Pie
5. Banoffee Parfait

2. Why do you think companies increase product lines?

Businesses today are operating in a highly competitive and dynamic marketplace characterized by
ever-changing customer preferences and evolving market trends. To stay ahead in this fast-paced
environment, organizations often resort to expanding their product lines. By diversifying their offerings,
businesses aim to capture a larger market share, stimulate customer interest, create brand loyalty, and
ultimately propel their growth. At the core of product line expansion lies the imperative to meet the
diverse needs and preferences of consumers. As markets evolve and customer expectations shift,
companies strive to remain agile by introducing new products that resonate with contemporary trends.
This adaptive strategy ensures that companies not only retain their existing customer base but also
attract new customers seeking a broader array of choices.

Expanding product lines can foster deeper relationships with existing customers. By introducing
complementary products, companies not only enhance the overall customer experience but also create
opportunities for cross-selling. This not only increases the average transaction value but also cultivates
customer loyalty as individuals find more value in a brand that caters to various aspects of their needs.
In addition, Businesses often expand their offerings by adding to existing product lines because
consumers are more likely to buy products from brands they already know. Product lines should be
dropped if they prove unprofitable, except in the case of a loss leader. The full portfolio of product lines
is a company's product mix.

In conclusion, the decision of companies to increase their product lines is a multifaceted and strategic
choice driven by a combination of market dynamics, competitive positioning, and risk management. The
ability to adapt to changing consumer needs, capitalize on cross-selling opportunities, and create a
diversified portfolio positions companies for long-term success. By understanding the motivations
behind this expansion, businesses can navigate the complexities of the market, foster innovation, and
build resilient strategies for sustained growth.