Case Analysis - Starbucks

Case Analysis - Starbucks - Case Analysis Starbucks Case...

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Unformatted text preview: Case Analysis Starbucks Case MAK II Submitted by: Group I Alok Dwivedi 2010PGP025 Angshuman Das 2010PGP039 Ankit Gupta 2010PGP047 GunjanTomer Jagdeep Singh 2010PGP140 Periayyasaravana Kumar 2010PGP241 Ram Nivas R 2010PGP296 SayanMajumder 2010PGP443 Protagonist Identification Christine Day, senior Vice president of administration in Northern America of Starbucks is the protagonist in this case. According to a recent market research study, customer satisfaction level is getting decreased for Starbucks. Christine is now contemplating whether associate to invest an additional $40 million annually in companys stores which would allow each store to add an equivalent of 20 hours of labor per week. Situational analysis Value Proposition Starbucks brand strategy was captured by its live coffee mantra. There were three components to this experiential branding strategy Competitive landscape Main competitors of Starbucks are mostly concentrated on regional wise and they are operating as small scale coffee chains. Few of their names are Peets coffee & tea, Caribou coffee etc. Apart from these coffee shops there are few challenges emerged from chains like Dunkin Donuts whose core activity is bagels/donuts but stepping into flavoured coffee and tea alternatives. Though the product mix varied slightly depending upon the stores, the bulk of it was common across all the stores. Store locations were located in high traffic, high visibility areas such as university campuses, shopping centres, office buildings etc. Market & Consumer analysis There is a steady increase in coffee consumption in United States and currently more than 100...
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This note was uploaded on 01/12/2011 for the course MRKT 2 taught by Professor Jaisimha during the Spring '10 term at IIM Bangalore.

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Case Analysis - Starbucks - Case Analysis Starbucks Case...

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