THERE IS ONLY SO MUCH REVENUE THAT COFFEE, LATTES, AND PASTRIES CAN BRING IN, SO STARBUCKS PERFORMED SWOT AND QSPM ANALYSIS AND DECIDED TO SPEND MILLIONS ON THREE NEW STRATEGIES: (1) PROVIDE BEER AND WINE, (2) PROVIDE EXPANDED LUNCH AND DINNER MENUS, AND (3) PROVIDE ADVANCED MOBILE ORDERING. SEVERAL KEY FACTORS THAT ENTERED INTO THIS DECISION WERE: (1) THERE HAVE BEEN LONG WAIT TIMES FOR CUSTOMERS TO GET SERVED AS MANY OF ITS LOCATIONS, (2) COMPANY BUSINESS HAD FALLEN OFF 30% AFTER MORNING BREAKFAST, AND (3) PANERA BREAD, ATLANTA BREAD AND DUNKIN DONUTS WERE EXPANDING THEIR MENUS AND GROWING REVENUE 15% FASTER THAN STARBUCKS. STARBUCKS FIVE-YEAR STRATEGIC PLAN IS TO DOUBLE ITS U.S. FOOD REVENUE TO MORE THAN $4 BILLION, WITH WINE AND BEER ALONE ADDING 1 BILLION IN 2015. STARBUCKS NEW FOOD ITEMS INCLUDE TRUFFLE MACARONI AND CHEESE, PARMESAN CRUSTED CHICKEN SKEWERS, BACON-WRAPPED DATES WITH BALSAMIC GLAZE, ARTICHOKE AND GOAT CHEESE FLATBREAD, AND CHOCOLATE ESPRESSO, CHAMPAGNE, AND RASPBERRY TRUFFLES. STARBUCKS’ NEW WINES INCLUDE A VARIETY OF SPARKLING, RED, WHITE AND ROSE CHOICES. STARBUCKS NEW MOBILE APP AND COFFEE TRUCK AND DELIVERY TRUCKS HELP STORES ANTICIPATE DEMAND SO CUSTOMERS ORDERS ARE OFTEN AVAILABLE IMMEDIATELY QUESTIONS: 1. DEVELOP A SWOT MATRIX FOR STARBUCKS THAT INCLUDES THE THREE STRATEGIES AND THREE FACTORS CITED IN THE CASE. 2. WHICH OF THE THREE FACTORS RECEIVED THE HIGHEST WEIGHT? 3. WHICH
CASE # 2: THERE IS ONLY SO MUCH REVENUE THAT COFFEE, LATTES, AND
PASTRIES CAN BRING IN, SO STARBUCKS PERFORMED SWOT AND QSPM
ANALYSIS AND DECIDED TO SPEND MILLIONS ON THREE NEW STRATEGIES: (1)
PROVIDE BEER AND WINE, (2) PROVIDE EXPANDED LUNCH AND DINNER
MENUS, AND (3) PROVIDE ADVANCED MOBILE ORDERING.
SEVERAL KEY FACTORS THAT ENTERED INTO THIS DECISION WERE: (1) THERE
HAVE BEEN LONG WAIT TIMES FOR CUSTOMERS TO GET SERVED AS MANY OF
ITS LOCATIONS, (2) COMPANY BUSINESS HAD FALLEN OFF 30% AFTER
MORNING BREAKFAST, AND (3) PANERA BREAD, ATLANTA BREAD AND DUNKIN
DONUTS WERE EXPANDING THEIR MENUS AND GROWING REVENUE 15%
FASTER THAN STARBUCKS.
STARBUCKS FIVE-YEAR STRATEGIC PLAN IS TO DOUBLE ITS U.S. FOOD
REVENUE TO MORE THAN $4 BILLION, WITH WINE AND BEER ALONE ADDING 1
BILLION IN 2015.
STARBUCKS NEW FOOD ITEMS INCLUDE TRUFFLE MACARONI AND CHEESE,
PARMESAN CRUSTED CHICKEN SKEWERS, BACON-WRAPPED DATES WITH
BALSAMIC GLAZE, ARTICHOKE AND GOAT CHEESE FLATBREAD, AND
CHOCOLATE ESPRESSO, CHAMPAGNE, AND RASPBERRY TRUFFLES.
STARBUCKS’ NEW WINES INCLUDE A VARIETY OF SPARKLING, RED, WHITE
AND ROSE CHOICES.
STARBUCKS NEW MOBILE APP AND COFFEE TRUCK AND DELIVERY TRUCKS
HELP STORES ANTICIPATE DEMAND SO CUSTOMERS ORDERS ARE OFTEN
AVAILABLE IMMEDIATELY
QUESTIONS:
1. DEVELOP A SWOT MATRIX FOR STARBUCKS THAT INCLUDES THE THREE
STRATEGIES AND THREE FACTORS CITED IN THE CASE.
2. WHICH OF THE THREE FACTORS RECEIVED THE HIGHEST WEIGHT?
3. WHICH OF THE THREE STRATEGIES WAS MOST ATTRACTIVE? EXPLAIN.
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