A crack in the mug: Can Starbucks mend it?
Upon reading the case, address the following questions:
Ivey, R. (2008). A Crack in the Mug: Can Starbucks Mend It? Retrieved on 30 October 2014 Retrieved from https://brandman.blackboard.com/bbcswebdav/pid-6751388-dt-content-rid-8749544_2/courses/SD-201515-MKTU-605-SD1/Week%20Two/Documents%20%26%20Resources%20Marketing%20Case%20%20%20Starbucks/A%20crack%20in%20the%20mug_can%20Starbucks%20mend%20it.pdf
Kahn, K. B., Barczak, G., & Moss, R. (2006). Perspective: establishing an NPD best practices framework. Journal of Product Innovation Management, 23(2), 106-116.
VoteforUs.com, (2009). Starbucks Marketing Strategy: Unconventionally Effective. Retrieved on 30 October 2014 from http://www.voteforus.com/starbucksmarketingstrategy.htmlim
Winer, Russell S. and Ravi Dhar (2011), Marketing Management, 4th ed., Upper Saddle River,
NJ: Prentice Hall. Translated into Chinese, Italian. Fifth edition in preparation.
1. What was the main cause of Starbuck’s problems that emerged in 2007 and 2008?
2. What could the company have done to revive itself?
3. Analyze the growth of Starbucks and identify three or four factors that distinguished it as a company and led to its rapid growth.
4. Could Starbucks have reduced prices and still made a profit? How?
5. Should Starbucks have expanded into new international markets in 2008 or consolidated its position more thoroughly in its home territory?
6. .What can we learn from the case as it relates to Marketing Management in general? What are the key takeaways of the case?