Overview
Please read the attached vignette on Starbucks and answer the three questions below. Be sure to upload your answers in Canvas here before the due date for this assignment.*
- Define Starbucks’ niche in the coffeehouse marketplace, both in its early days and today. Be specific.
- Discuss the factors that caused Starbucks' sales to stumble in the mid-to-late 2000s. If you were the CEO at the time, how would you have reversed this trend? Identify two (2) clear steps you would have taken to improve the financial results for Starbucks at that time.
- What comes next for Starbucks? What new marketing strategies might the company develop to remain relevant? Be creative and outline 3 or 4 new marketing ideas.
For grading guidance, we are looking for a couple sentence answer for #1, several sentences for #2 and a longer paragraph for #3.
*This is an individual assignment and the use of any AI is strictly prohibited.