Read the attached article on Starbucks.
After reading the article, assume the role of Starbucks Analyst.
Your assignment:
1.
Give your audience the background of Starbucks (inscription to current)
a.
Company Mission
b.
Financial Performance over the past year – Revenue and Profits
c.
Current CEO and his story
2.
Explain what the CEO meant by the following terms (see highlighted paragraph):
a.
“Refocus the business”
b.
“Our mission and marketing efforts to align with our identity”
c.
“relying less on discounts”
d.
“doing more to demonstrate our value”
3.
Using the 4 p’s of Marketing, what strategies are the company using to achieve these goals?
Submission via Word document. Fully explained and easy to follow analysis.
Starbucks announces several changes, including plans to cut some menu items
The coffeehouse chain is no longer charging extra for nondairy milk and will reintroduce the coffee condiment bar.
Customers can receive free refills of hot brewed or iced coffee, or hot or iced tea during their visit.
Starbucks announced several changes, including its plan to cut some items from the food and drink menu.
“We’ve taken steps to refocus the business, our mission and our marketing to better align with our identity as a coffee company,” Starbucks chairman and CEO Brian Niccol
said Tuesday
. “We’re relying less on discounts to drive customer traffic and doing more to demonstrate our value.”
Niccol did not say which food and drink items would be leaving.
Among other changes, the coffeehouse chain is no longer charging extra for nondairy milk, will reintroduce the coffee condiment bar and will provide ceramic mugs to customers who dine in-store.
These changes are in an effort “to re-establish Starbucks as the community coffeehouse and improve the café experience,” he said.
A Starbucks spokesperson said customers who want to enjoy their beverage at the establishment will receive the drink in a ceramic mug, glass or in their clean personal cup. They can also receive free refills of hot brewed or iced coffee, or hot or iced tea during their visit.
