Marketing in depth Analysis on Groupon–Helping Consumers with Purchase Decisions

1. Read the case on pages 146-149 attached document.

2. Watch the video supplement to the case: https://www.viddler.com/embed/82a56425

3. Respond to the following case questions below.

Like many established companies, Groupon is facing future challenges that may very well jeopardize their competitive advantage in the marketplace. This is especially true in the time of COVID-19. Goldman Sachs placed a sell rating on the Groupon’s stock and cut its price target. Research additional perspectives on the future of Groupon.

You, a member of the corporate marketing team, are tasked with developing a formal recommendation on what actions the company should take to address current challenges.

Search terms such as: “online coupon use” to find scholarly articles to help answer the questions below.

Research the impact of COVID-19 on Groupon’s business model. (External sources are welcome, the more the better )

1. Evaluate the stages in the consumer purchase decision process and the impact of each stage upon the development of brand equity, as your strategic focus.

2. Determine how Groupon’s Promise affects the consumer’s perceived risk and cognitive dissonance; the five-stage purchase decision process for a typical Groupon customer; and the psychological and sociological influences on the Groupon consumer purchase decision process.

Responses should reflect higher level cognitive processing (analysis, synthesis, and evaluation), which is essential for someone in any industry, as marketing decisions affect all levels and stakeholders within the organization and in the external marketplace/marketspace

Case study should be only (4) pages in length, excluding the title and references pages. And double spaced

Must adhere to the APA writing style.