Ivey Publishing
Starbucks
Product Number:
9A98M006
Publication Date:
05/14/1998
Revised Date:
05/10/2017
Length:
23 pages (16 pages of text)
BestSeller:
2000-2018
Product Type:
Case (Field)
Source:
Ivey
Starbucks is faced with the issue of how it should leverage its core competencies against various opportunities for growth, including introducing its coffee in McDonald’s, 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. This is an exciting case that quickly captures the attention of students.
Learning Objective:
  • To help students understand the concept of competitive advantage in relation to the value chain.
  • To help students understand the importance of prioritizing strategic growth options.
  • To teach students how to evaluate successful and unsuccessful growth.
  • To develop the link between brand equity, resources and capabilities, and organizational strengths and weaknesses.
Issues:
Disciplines:
General Management/Strategy
Industries:
Accommodation & Food Services
Setting:
United States, Large, 1997
Intended Audience:
Undergraduate/MBA
Price:
$4.25 CAD / $4.25 USD Printed Copy
$3.75 CAD / $3.75 USD Permissions
$3.75 CAD / $3.75 USD Digital Download
Associated Materials
Supplements: 9B08M029 (1 page)
Translations: Spanish (31 pages) , Japanese (27 pages) , Simplified Chinese (22 pages) , French (25 pages)
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