Starbucks: Evolution of a Global Brand


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Please note:

This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

Case Details:

Price:
Case Code : BSTA064 For delivery in electronic format: Rs. 500;
For delivery through courier (within India): Rs. 500 + Rs. 25 for Shipping & Handling Charges

Themes

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Case Length : 15 Pages
Period : 2003
Organization : Starbucks
Pub Date : 2003
Teaching Note : Not Available
Countries : Global
Industry : Speciality retailers

Abstract:

Starbucks', the most famous speciality coffee shop chain in the world, offered whole bean coffees, espresso beverages, confectionery and bakery items and equipment in its retail stores. Starbucks had turned coffee from a commodity into an experience to savour. Indeed, Starbucks' stated objective was to emerge as one of the most recognised and respected brands in the world. In early 2003, the company was exploring various opportunities for expanding its retail operations, introducing new products and developing new distribution channels. It was also looking seriously at international expansion. The case can be used to cover strategic issues in building a global brand in a service industry.

Contents:

  Page No.
Introduction 1
The Coffee Industry 1
The Growth of Specialty Coffee 2
The Evolution of Starbucks 3
Product Line 4
Managing Growth 5
Store Management 6
Operations 7
Brand Building 8
Globalization 9
Human Resources 11
Store Management 12
Exhibits -

Keywords:

Starbucks, Global brand, Brand management, Marketing, Speciality coffee industry, Espresso beverages, Norino Supremo bean crop, Frappuccino, Globalisation, Management, Coffee Arabica, MBA case study, Cafe Coffee Day

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