CASE – Canadian coffee retailer, Second Cup Coffee Co

To research and critically analyze marketing strategies and apply marketing learnings to the situation/topic provided, and use the data gathered in research to support your conclusions. CASE – Canadian coffee retailer, Second Cup Coffee Co., despite having great success over its 40-plus years history, has been struggling in recent years not due to lack of consumer interest in coffee. Why is Second Cup now fighting to survive? Students will work with their assigned groups. The case is a factual business issue. Group members are required to research using various sources (no Wikipedia) such as magazines, newspapers, online articles, journals etc. to prepare and write the case report utilizing the headings provided in the ‘Case Structure’ below. The case is marked out of 25, as indicated below How to submit: NEED to bring a double-sided printed and stapled hard copy of the case report to the class on the due date of submission as well as submit an electronic copy via Blackboard by 12 noon on same due date. Only ONE group member should submit on Blackboard, clearly specifying on cover page the Course Section (e.g. MTKG 1000 0LA), Group #, and full names of group members. NOTE: Academic integrity is critically important and will be checked. Plagiarism is a serious offence and will be treated accordingly. Please be sure to record and report all key sources used for research. Referencing: Do not copy-paste any information from any source. You are required to analyze and paraphrase your research and expected to provide at least 8 references for the case report. Use APA style for References with in-text citations and complete References on last page. Please visit Humber Library website to see guidelines on APA referencing: http://library.humber.ca/APA-MLA. Do not forget the cover page (show names of all group members) and use 12-point font, Arial or Times New Roman, 1.5 line spacing and page numbering for your report. Please note – 1. Late assignments will receive a deducted grade. 2. All members of the group will receive the same mark. It is your group’s responsibility to manage the workload distribution. If the contributions of members are deemed substantially unequal, members will receive marks based on their contribution. Hence, be responsible to your group and accountable for your work. 3. Please follow the structure mentioned below along with the clear headings and sub-headings for all the cases. Your report will mainly be in paragraph form (use headings and explain).