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Product Details

 9A98M006

Starbucks

Mary M. Crossan , Ariff Kachra


Case (Field)
Source : Ivey

VIEW PDF  (331 kb)

Publication Date:  5/14/1998
Version Date :  9/9/2009

Starbucks is faced with the issue of how it should leverage its core competencies against various opportunities for growth, including introducing its coffee in McDonalds, pursuing further expansion of its retail operations, and leveraging the brand into other product areas. The case is written so that students need to first identify where Starbucks competencies lie along the value chain, and assess how well those competencies can be leveraged across the various alternatives. It also provides an opportunity for students to assess what is driving growth in this company. Starbucks has a tremendous appetite for cash since all its stores are corporate, and investors are betting that it will be able to continue its phenomenal growth so it needs to walk a fine line between leveraging its brand to achieve growth while not eroding it in the process. It is an exciting case that quickly captures the attention of students given the subject matter.
Disciplines :    General Management
Issue(s) :  Growth Strategy ,  Industry Analysis ,  Competitiveness ,  Core Competence
Industry :  Eating and Drinking Places
Setting :  USA, Large organization, 1997
Difficulty : 4 - Undergraduate/MBA
Length :  23 pages
BestSeller :  2009; 2008; 2007; 2006; 2005; 2004; 03;02;01;00

Price :  $3.95 CAD /  $3.60 USD  Printed copy
$3.30 CAD /  $3.00 USD  Permissions
$3.30 CAD /  $3.00 USD  Electronic

Related Products:
  Teaching Note: 8A98M06  (13 pages)
  Supplement(s) :
Starbucks: Crisis of Confidence
Starbucks: Regaining Focus
  Translation available : Spanish ,  Japanese

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