Starbucks faced with the question of how it should use its core competencies against various opportunities for growth, including introducing its coffee in McDonalds, pursuing further expansion of retail operations, as well as the use of the brand in other areas. The case is written so that students must first determine where competencies Starbucks’ lie along the value chain, and then assess how well these competencies can be used on different alternatives. It also provides the opportunity for students to appreciate that stimulates the growth of this company. Starbucks has a huge appetite for money, as all its stores are corporate, and investors are betting that it will be able to continue its phenomenal growth so it must walk a fine line between using your brand to achieve growth and not undermine it in the process. “Hide
by Mary M. Crossan, Ariff Kachra Source: Richard Ivey School of Business Foundation 28 pages. Publication Date: June 18, 1998. Prod. # 98M006-PDF-ENG
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