MARKETING 260 CASE PREPARATION CHART

STUDENT NNAME- Matthias John, Cameron Jaferry, STUDENT ID

Wang Bo, Bipasha Barua, Juntao Liu
Case Title:Starbucks- Going Global Fast Case Assignment:

I. SHORT CYCLE PROCESS

Name Position
Who: Howard Schultz Entrepreneur (Starbucks Café)

Issue(s)
What: 1. Indentifying controllable and uncontrollable elements that starbucks has encountered.
2. Major sources of risks facing the company
3. Critisizing Starbucks overall corporate strategy
4. Improving profitability in Japan
Why
When
Case difficulty Cube
How: (2,3,2)
Analytical, Conceptual, Presentation

II. LONG CYCLE PROCESS

A. Issues(s)

Immediate I - IV Basic
1 Losing customers because of fewer IV 1 Market saturation
options are available. 2 Makes less money on overseas because mos
2 Upper limit of coffee shop saturation II them are operated with local partners

Importance
Urgency
Low I II
 High III IV
Low High

B. Case Data Analysis

(Apply course framework(s) and analytical tools)
1 Four Ps can be used to determine the pricing and promotion strategy.
2 Focusing on global market
3 Turnover calculating tools can be used to reduce employee distruption to increase the quality of service and the coffee for which they are well know
4 Product repositioning can be used according to customer need.

II. LONG CYCLE PROCESS

C. Alternative Generation

1 More focus on improving the quality of coffee

2 Introducing more variety in coffee
3 Introducing side items beside coffee as well

4 A good payoff should be given to the employees to reduce the employee turnover
5 Starbucks can reposition their product
6 Introducing online system outside USA , so that people can order their coffee online

D. Decision Criteria

1 Increase the quality of coffee and services

2 Emphasize on customer feedback
3 Increase the employee satisfaction to reduce the employee disruption
4 Building brand image in the heart of customers

E. Alternative Assessment
 F. Preferred Alternative

Predicted Outcome
Focus on improving quality of product and service as well as introducing side items beside coffee will help to ac

G. Action & Implementation Plan

Implicatons / Justification of Marketing Strategy
Variance Forecast:
net gain in customers
net gain in unit sales per customer
net gross margin per unit
LESS Expense of initiative (fixed)
NET PROFIT of initiative over time (0-3 years+)
*IDENTIFY any & all changes needed/impacts.

Missing Information
Assumptions

Reference: Learning With Cases, 4th edition, 2007, pg. 36, Richard Ivey Business School
 1

r (Starbucks Café)

cks has encountered.

I - IV
III
s money on overseas because most of IV
perated with local partners
service and the coffee for which they are well known.

oyee turnover

eir coffee online

side items beside coffee will help to achieve brand loyalty .
iness School