Altitude Coffee Roastery and Caf: Where drinking coffee is a memorable experience It is well known that coffee culture is becoming more and more...

The case analysis consists of three (3) questions, with each question worth 10 marks. Q. 1 Justify and discuss the selection of two key microenvironment and two key macro environment elements that are likely to affect the business referred to in this case.

Q. 2 (i) Briefly describe how the market for the product category of the business referred to in this case might have been segmented by this business; (ii) describe the segment(s) of this market targeted by the business; and (iii) explain the positioning of this business in the market for its product/service. Q. 3 Which elements of the extended marking mix (i.e. all 7 elements) have been carefully managed by the business referred to in this case, and suggest one marketing mix element that might be better managed in order to deliver customer value, justifying your answer.