Starbucks (A Story of Growth)

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"Starbucks (A Story of Growth)"에 대한 내용입니다.

목차

1. In the beginning, how was Starbucks different from other coffee options for coffee drinkers in the US?
2. What resources and capabilities did Starbucks leverage to differentiate itself from competitors?
3. When Starbucks was rapidly expanding its store locations in 2006 -2008 it made specific changes in order to facilitate that growth. What did Starbucks gain – and give up – as a result of each change?
4. When Schultz returned to Starbucks as CEO in 2008, how had the competitive context changed?
5. What had caused or facilitated the changes?
6. Positioning Map For Three Time Periods comparing Starbucks and other coffee brands in terms of price (y-axis) and quality (x-axis).
7. Why did Schultz respond to the way he did to the changes he found in 2008? What was he trying to achieve?
8. Were his responses effective or ineffective?
9. Did the introduction of VIA make sense in light of the market and the company’s other actions?

본문내용

Resources/capabilities driven for differentiation
High quality coffee (Charbucks)

Taste unlike typical American coffee.
Roasting and shipping to ensure maximum freshness, flavor, and aroma.
Had advantage on roasting facilities and wholesale operation

Specialized baristas

Who were specialized in Coffee
Provides unique customer service experience
repeat the order using the correct terms

Invented quasi-Italian lingo for its drink sizes and drinks itself

Short, tall, grande and venti for sizes and Caramel Macchiato and Frappuccino for drinks
Perceive as cooler, richer and more sophisticated

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