Popular Searches
Useful Links
Diversification Strategies Case Study
Case Title:
Starbucks Diversion from Coffee: Will it Work?
Publication Year : 2007
Authors: Shital Vakhariya, Menaka Rao
Industry: Retailing
Region:US
Case Code: DIS0024B
Teaching Note: Available
Structured Assignment: Available
Abstract:
In 1999, Starbucks', the most famous specialty coffee shop chain in the world, acquired Hear Music to push itself aggressively in the music retail market and achieved immense success. It became a recognised music retail outlet due to the success of albums by Ray Charles, Bob Dylan and others that had been sold in its stores.
Meanwhile, Starbucks coffee chain posed a threat with the increased competition in coffee business. The company decided to expand into diverse business by leveraging on its parent coffee brand. Analysts had a skeptical view that it may be risky for Starbucks to be shifting its focus away from its coffee brand. It discusses strategies adopted by Starbucks to replicate its coffee success. This case highlighted the risks involved in diverting the focus from the core parent brand.
Pedagogical Objectives:
- To discuss strategies adopted by Starbucks to replicate its coffee success
- To analyse the risks involved in diverting the focus from the core parent brand.
Keywords : Coffee; Diversificatio; core brand; McDonalds; Apple; Digital piracy; Growth Strategy; Brand Equity; Diversification Strategies Case Study; Sczultz; Hear Music; XM Satellite Radio; Paul McCartney; Unification of two Brand
Related Case Studies
Recently Bought Case Studies
- Public Policy - Vol. I
Price: $25
Hardcover edition
ISBN 81-314-0691-1 - Outsourcing Trends - Vol. I
Price: $35
Hardcover edition
ISBN 81-314-0610-5 - Managing in Troubled Times - Vol. I
Price: $30
Hardcover edition
ISBN 81-314-0319-X - View all Casebooks »
Case Studies On
- Course Case Mapping For Financial Management - I
Price: $Course Case Mapping For Financial Management - I - I
Hardcover edition - Course Case Mapping For Quantitative Methods
Price: $Course Case Mapping For Quantitative Methods - I
Hardcover edition - Course Case Mapping For Human Resource Management
Price: $Course Case Mapping For Human Resource Management - I
Hardcover edition - View All Course Casemaps>
Course Case Mapping For
- An interview with Reuben Abraham, Professor & Executive Director of the Centre for Emerging Markets Solutions, ISB
Price: Rs.1000 - An Interview with Kiran Bedi, India’s First Woman IPS Officer, Former DG, Delhi Police
Price: Rs.1000 - An Interview with Mr. Kunwar Sachdev, Founder & Managing Director, Su-Kam
Price: Rs.1000 - View all Video Interviews»
Video Interviews
- Training and Development
Executive Brief with Anjali Mukherjee
Highly Recommended for Human Resource Management / Training and Development Course - You Can’t Play by Rules, Always
Executive Brief with R.D. Prasad, Product Manager.
Highly Recommended for Organizational Behavior Course - New Recruit MBAs Attitudes
Executive Brief with Lopamudra Ray, Keya Gupta and Deepika Lingala.
Highly Recommended for Organizational Behavior Course - View all Executive Briefs»
Executive Brief
- Sreenivasan Ramakrishnan
Co-founder and CEO, Marketics
Speaks on Knowledge Process Outsourcing - Kai Alexander Schlevogt
Professor of international strategy and leadership at the National University of Singapore Business School. He serves as a Program Director of the Nestle Global Leadership Program, delivered in association with London Business School.
Speaks on The China Factor - W Chan Kim & Renee Mauborgne
Co-Founders and Co-Directors of the INSEAD Blue Ocean Strategy Institute.
Speaks on Blue Ocean Strategy - View All Executive Interviews»