Business Case Studies, Brands & Branding and Private Labels Case Study, Starbucks, Marketing Case Study

print page
Tell A Friend
Bookmark
 

Case Categories

Brands & Branding and Private Labels Case Study

IBS CDC IBS CDC IBS CDC IBS CDC RSS Feed
Case Title:

Starbucks' Drive-through Windows: Business Sense vs Brand Dilemmas

Publication Year : 2006

Authors: Priyanka Ramgopal, Sauvik Dhar

Industry: Retailing

Region:USA

Case Code: BBP0067

Teaching Note: Available

Structured Assignment: Not Available

Buy This Case StudyOR





Abstract:
Over the years Starbucks has built an upscale image by offering its customers a different ambience in its stores. In order to increase its customer base, Starbucks forayed into drive-through windows from 2004 onwards. Although some customers favoured drive-throughs, a few observed that the drive-throughs could impact negatively on the upscale image of Starbucks. Analysts also questioned whether Starbucks, that has painstakingly built its brand image, would be able to sustain its upscale brand-image through the drive-through window format. A few were also concerned about the drive-through format cannibalising the traditional outlets.

Pedagogical Objectives:

  • To understand how over the years Starbucks has cultivated its upscale brand image
  • To discuss the factors that have enabled Starbucks to develop an upscale brand image
  • To discuss the reasons that prompted Starbucks to establish drive-through windows in its outlets
  • To debate whether the drive-through format would have a negative implication on the upscale brand image of Starbucks
  • To debate whether the drive through format would result in cannibalising sales from its traditional outlets.

Keywords : Marketing Strategies Case Study, Starbucks, Drive-through window, Brand image, Howard Schultz, Customer friendly approach, Expansion, Brand value, Speciality coffee shop, Store ambience, Third place, Hear music, Affluent customers

Recently Bought Case Studies

    Recently Bought Case Studies
advertisement

    Executive Interviews

  • Al RiesAl Ries

    Chairman of Ries, an Atlanta-based marketing strategy firm
    Speaks on Brands and Branding
  • P GopalakrishnanP Gopalakrishnan

    is a Vice-President, CavinKare International Business.
    Speaks on Brands and Branding
  • Richard RawlinsonRichard Rawlinson

    Richard Rawlinson, is a Vice President of Booz & Company
    Speaks on Marketing in a Downturn
  • View All Executive Interviews»







Contact us: IBS Case Development Centre, Survey No. 156/157, Dontanapalli Village, Shankerpalli Mandal, Ranga Reddy District, Hyderabad-501504, Andhra Pradesh, INDIA, Phone: 08147-236660/61/62/72, Fax: 08147-236653,E-mail: casehelpdesk@ibsindia.org

©2003-2013 IBS Case Development Centre. All rights reserved. | Careers | Privacy Policy | Terms of Use | Disclosure | Site Map xml sitemap