Starbucks Questions

Only available on StudyMode
  • Download(s) : 267
  • Published : November 4, 2010
Open Document
Text Preview
Starbucks in US: Too Much Coffee Spilling All Over?

Starbucks in US: Too Much Coffee Spilling All Over?
Structured Assignment Reference No. RTS0132-2 This structured assignment was written by Shanul Jain under the direction of Muthukumar R, IBSCDC.

Copyright © 2009, IBSCDC No part of this publication may be copied, reproduced or distributed, stored in a retrieval system, used in a spreadsheet, or transmitted in any form or medium – electronic, mechanical, photocopying, recording, or otherwise – without the permission of IBSCDC.

Do

No t
Related Products Case Study Teaching Note Availability Reference No. RTS0132 RTS0132-1

Co
 
Phone Fax 1 E-mail : 91(40) 23435310 - 11 : 91(40) 23430288 : info@ibscdc.org

Distributed and Printed by IBSCDC, India www.ibscdc.org All rights reserved

py

Starbucks in US: Too Much Coffee Spilling All Over?

STRUCTURED ASSIGNMENT (SA)

SA has a set of logically sequenced questions based on a specific case study. These questions are meant to enhance the logical and analytical skills of the students. Students are advised to attempt a SA only after they have acquired a reasonable conceptual understanding as indicated below. PREREQUISITE CONCEPTUAL UNDERSTANDING (a) (b) To do an industry analysis – Porter E. Michael, “The Five Competitive Forces That Shape Strategy”, Harvard Business Review, January 2008 To understand the concept of brands and brand equity: Leiser Michael, “Understanding brand's value: Advancing brand equity tracking to brand equity management”, Handbook of Business Strategy, 2004

Structure of the Structured Assignment

Do

Section I

No t
Title of the Section

Co

The Coffee Industry and Starbucks Starbucks: Growth and Brand Value Dilution Recreating the ‘Starbucks Experience’

py

Number of Questions 4 6 3

II

III

Starbucks in US: Too Much Coffee Spilling All Over?

INSTRUCTIONS TO THE STUDENTS
This assignment should accompany the case on Starbucks in US: Too Much Coffee Spilling All Over? developed by Icfai Business School Case Development Centre.

• • • • •

Start working on this assignment after carefully going through the case and grasping the significant aspects of the case, including the ‘central dilemma’ Refer to the case as often as needed, when you are working on this assignment. This is an “open book” assignment

Attempt to answer all questions in all sections

For a few questions, there may neither be ‘one’ answer nor a ‘correct’ answer. Therefore, give your analysis and logic wherever required. Develop your answers in an integrated manner drawing from your complete understanding of the case Use extra sheets, if necessary

• •

The time limit for completing the assignment and the weightages assigned to each section in this SA for the purpose of grading will be announced by the instructor.

Name of the Student Enrolment Number Programme Course

Name of the Instructor To be Submitted on

Signature of the Student Date

Do

Grade Awarded/Marks Awarded Remarks

Signature Date

No t
: : : : : : : : : : : :
3

For Use by the Student

For Use by the Instructor

Co

Write your answers in as much detail as possible. Do not write cryptic or too brief answers in telegraphic language

py



The learning from this SA can be enriching if it is attempted after having a prerequisite understanding of concepts outlined in the previous page

Starbucks in US: Too Much Coffee Spilling All Over?

The Coffee Industry and Starbucks
1. What are the dynamics of the US coffee industry? Discuss using Porter’s Five Forces for Competitive Advantage.

Do
4

No t

Co

py

Starbucks in US: Too Much Coffee Spilling All Over?

2.

What is Starbucks’ position relative to the different parameters for competition in the specialty coffee trade?

Do
5

No t

Co

py

Starbucks in US: Too Much Coffee Spilling All Over?

3.

How do specialty coffeehouses differentiate...
tracking img