Starbucks Case Study

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Starbucks Case Study 1
MKTG 220
September 18th, 2012

Table of Contents

Case Review3
Determining the Root Problem4
Identifying the Problem Components4-5
Generating Alternatives5
Evaluating Alternatives6
Choose an Alternative7
Implementation Plan7
Alternative Choice8
Work Cited9

Case Review

Starbucks is one of the leading coffee retailers in the world; according to their company profile they are operating nearly 18,000 retail stores in 60 countries. They serve millions of customers daily; our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time. (STARBUCKS COFFEE COMPANY, 2012) Starbucks has become much more than just a place to get coffee, it has become a brand. Starbucks offers a range of exceptional products that customers enjoy in our stores, at home, and on the go.  * Coffee: More than 30 blends and single‐origin premium coffees. * Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, Frappuccino® coffee and non‐coffee blended beverages, smoothies and Tazo® teas. * Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gifts. * Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups. * Coffee and Tea: Whole bean and ground coffee (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA Ready Brew, Starbucks® K‐Cup® portion packs, Tazo tea filter bags and tea latte concentrates. Ready‐to‐Drink (RTD): Starbucks bottled Frappuccino coffee drinks, Starbucks Discoveries chilled cup coffees, Starbucks Double shot espresso drinks, Starbucks Double shot Energy+Coffee drinks; Seattle’s Best Coffee Iced Lattes, Starbucks Refreshers™ beverages, Tazo bottled iced and juiced teas. Starbucks Ice Cream: Super‐premium coffee and coffee‐free flavors. (STARBUCKS COFFEE COMPANY, 2012) Determining the Root Problem

Starbucks is a huge company with many different moving parts; the rapid...
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