Dsfaf Fsd Dfffs

Only available on StudyMode
  • Download(s) : 28
  • Published : March 17, 2012
Open Document
Text Preview
INTERNATIONAL MARKETING

Case Study Report 
How Starbucks Corp. should improve its business
  Syndicate Group Number 1  24/08/2007             

The following group assignment report was prepared for a business unit at Macquarie University,  Sydney. The information given does not need to be correct. The suggestions given and conclusions  drawn remain (as the whole report in itself does, too) the intellectual property of the authors.   Do not use this report for plagiarism. Do not copy this report. Do not print this report. Do not hand  this report in as your own!    Authors and Copyright:  Tanya Shahi Jorge Omar Martin Aufschläger Timo Schmerling Stefan Gassner tanyashahi@gmail.com canogeorge@hotmail.com martinaufschlaeger@gmail.com timo_schmerling@web.de mail@stefan-gassner.de               



 

Case Study Report: Starbucks Corp. 

Table of Contents
 

Table of Contents ....................................................................................................... 2  

1. Introduction ............................................................................................................. 3 1.1 Company Profile ................................................................................................ 3 1.2 Case Summary.................................................................................................. 3 1.3 Current Situation ............................................................................................... 4 2. Deriving Key Issues from the Case Study .............................................................. 6 2.1 External Key Issues ........................................................................................... 6 2.1.1 Limited Growth Opportunities ...................................................................... 6 2.1.2 Customers and Image ................................................................................. 8 2.2 Internal Key Issues .......................................................................................... 10 2.2.1 Product Range .......................................................................................... 10 2.2.2 Employees ................................................................................................ 11 3. SWOT Analysis .................................................................................................... 13 3.1 Strengths ......................................................................................................... 14 3.2 Weaknesses .................................................................................................... 14 3.3 Opportunities ................................................................................................... 15 3.4 Threats ............................................................................................................ 16 4. Analytical Framework and Development of Alternative Solutions ......................... 17 4.1 Analytical Framework – Starbucks Solutions Cube ......................................... 17 4.2 Business Model Dimension ............................................................................. 19 4.2.1 “No change” option.................................................................................... 19 4.2.2 “Moderate change” option ......................................................................... 19 4.2.3 “Radical change” option ............................................................................ 21 4.3 Product Range ................................................................................................ 22 4.3.1 “No change” option.................................................................................... 22 4.3.2 “Moderate change” option ......................................................................... 22 4.3.3 “Radical change” option ............................................................................ 23 4.4 Alternatives...
tracking img