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Tuesday, September 27, 2005

Starbucks Case Study Analysis

Grand Strategy Options The first grand strategy that Starbucks needs to deploy is "Market Development". For this strategy Starbucks needs to grow international sales volume by offering Starbucks products in grocery stores, business and other wholesale accounts. By offering bottled Frappuccino ® coffee drinks, Starbucks DoubleShot™ coffee drink and line of super premium ice creams in the international markets where they plan to expand into. This will allow Starbucks brand awareness to grow and develop new distribution channels with their international partners. Starbucks needs to partner with local business, colleges and Universities, hotels and resorts to serve Starbucks coffee and to increase brand awareness in these new countries. For example, Starbucks currently has a joint agreement with Alaska Air to serve Starbucks coffee on every flight. Starbucks needs to work with one or two of the international airlines to have their coffee served on their flights. This will ensure that peopling flying to international locations will get a taste of the "Starbucks experience".

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