Please help answering 6-53 to 6-56 in a paragraph form please. Thank you!

Marketing in Action Case Real Choices at Starbucks Maybe you are one of the millions in the U.S. who starts the day Mocha Frappuccino or vanilla latte. With more than 8,000 com- with your favorite coffee drink from market leader Starbucks. if pany-owned stores in the U.S. and over 28,000 stores around the you are, the marketers there would like for you to come back in world, Starbucks is the clear leader in coffee. However, sales in ex- the afternoon for another cup of java or maybe a cold drink and a isting U.S. stores (known as "same store" sales) have recently been snack. To bring you in, they are offering new menu items, special below expectations and Starbucks marketers think that boosting promotions, and more experienced baristas to take your order. sales in the afternoon may be a solution to their problem. Starbucks' phenomenal growth has come in part from taking Starbucks does not publicize time-of-day statistics, but in advantage of (and encouraging) what has become a morning 2010, a company executive said that 70 percent of the chain's sales ritual for manya stop at the neighborhood Starbucks for that occur before 2 p.m. With experiments with beer and wine and is at a more mature stage of growth and that the industry overall is in a state of overcapacity in the U.S. That is a challenge that even 50 percent off macchiatos may not be able to fix. You Make the Call 6-49. What is the primary decision facing Starbucks? 6-50. What factors are important in understanding this deci- sion situation? 6-51. What are the alternatives to the primary decision the company is facing? 6-52. What decision(s) do you recommend? 6-53. What are some ways to implement your recommen- dation? special evening food menus, that percent has likely changed, but the afternoon opportunity is still significant. According to market research firm NPD Group, consumers make 5.4 billion visits to fast- food restaurants and coffee chains between the hours of roughly 2 p.m. and 4 p.m. each year--and spend about $27 billion. In the afternoon, most visitors to Starbucks are "occa- sional customers"-those who visit the chain one to five times per month. These patrons are typically not participants in the chain's popular My Starbucks Rewards program with whom Starbucks regularly communicates through email and their mobile app. There are currently nearly 15 million members of My Starbucks Rewards but another 75 million annual visitors each year who are not. While the company wants to increase sales to Rewards members, it is also focusing on enticing and building relationships with this group of occasional customers. Core to the strategy is product selection. A new menu of- fered after 3 p.m. will include trifles (scones or a brownie topped with whipped cream and flavored drizzle) and granitas (shaved ice sweetened with espresso, white tea, or limeade). Special happy hour deals are also being rolled out, such as 50 percent off a macchiato or a $2.50 Teavana Shaken Iced Tea Infusion. These discounts are offered digitally to certain customers, even if they are not Rewards members. Starbucks reaches these visitors by getting an email address when they connect to the store's Wi-Fi. To provide better service to these prized customers, more experienced baristas will be scheduled in the afternoons. An ad campaign, unusual for Starbucks, will also support the effort. But Starbucks is not the only chain targeting the afternoon customer. Consumers have many choices for their afternoon caffeine fix: bottled cold brew in convenience stores and iced coffee from McDonald's or Dunkin' Donuts. Dunkin' has tried many options to lure in the afternoon visitor, including pizza, soup, chicken salad, and apple pie. To get their share of the p.m. snackers, McDonald's has expanded its all-day breakfast menu and upgraded its pastry offerings. While Starbucks is betting on these strategies, some analysts are skeptical that the lack of afternoon traffic is the reason for their lower sales numbers. Financial analysts note that Starbucks Digging Deeper into the Case 6-54. What kind of consumer decision-making processes are in play when consumers are considering afternoon snack options? 6-55. What internal influences could influence consumer de- cisions as they are exposed to various stimuli before or while visiting a Starbucks location? 6-56. What kinds of situational influences might be factors in a consumer's decision-making process regarding pur- chases at Starbucks? Based on: Natale Koltun, "Mobile Campaign of the Year: Starbucks Unicom Frappuccino Mobile Marketer, December 4, 2017, https:// www.mobilemariter.comews/moble-campaign-of-the-year-starbucks-unicom-frappuccino 510790/ accessed May 15, 2018): Craig Smin, '15 Interesting Starbucks Facts and Statistics (March 2016) By the Numbers.' DMR, March 16, 2018, https://expandedramblings. comindex.php/starbucks-statistics/accessed May 15, 2018): Sarah Whitten, "Starbucks Sales Full Short as Holiday Drinks Pop, Shares Down Nearly 5%, CNBC, January 25, 2018, https://www.cnbc.com/2018/01/25/starbucks cornings-19-2018.htmi (accessed May 15, 2018), Julie Jargon, Starbucks Trying to Woo Altemoon Customers," Wall Street Journal, May 8, 2018, https://www.wsj.com/articles/starbucks trying to-woo-afternoon-customers-1525795013 (accessed May 15, 2018): Daniel B.Kine, "New Starbucks Menu Items Aim to Win Afternoon, Eve- ning Business, The Motley Fool, June 15, 2016, https://www.fool.com/investing/2016/06/15ew-starbucks-menu-items-aim-to-win-al- temoon-even 2x (accessed May 15, 2018): Tony Garcia, Starbucks Wants You to take an Afternoon Cotto Break: MarketWatch, April 30, 2018, https://www.marketwatch.com/story/starbucks-wants-afternoons-to-be-more-rewarding-for-loyalty program-members-2018-01-27 (accessed May 15, 2018): Keith Nunes, "Lunch Menu, Cold Beverages Keys to Starbucks' Afternoon Growth Strategy BakingBusiness. com, March 22. 1018, http://www.bakingbusiness.com/articlesews_home/Food Service/2018/03/Lunch_menu_cold_beverages_keys. aspx?ID=47B1E8SF6F7-C32D-4C25-9010-033144429AB%7D&ock lacetsed May 15, 2018, Jessica Wohl, Starbucks Adds an Extra Shot to its Afternoon Marketing Push,' AdAge, April 26, 2018, http://adag com/article/cmo-strategy/starbucks-adds-extra-shot-afternoon marketing push/313290/ (accessed May 15, 2018); Lisa Bertlein, "Wall Street Says Starbucks Has Too Many Stores, Prices Too High Sc. Louis Post-Dispatch, February 2, 2018, http://www.stoday.com/business/local/wall-street-says-starbucks-has-too-many-stores-prices too/article_32000c-1a88-5948-88c5-a285a54cdc.html accessed May 15, 2018)