Starbucks Core Strategic Management
• The assignment should be prepared as a Word document, 3-4 pages in length for each
• The document should be double-spaced, using Arial font #12.
• Add any Appendices at the end of the Word document.
• Your reference sources, in addition to the base case and question sets, should be online sites
and articles, Bloomberg terminals, your Integrated Semester textbooks, PowerPoint slides, and
other sources you professor assigns.
Starbucks has developed a new coffee which uses some standard and some new ingredients. It
believes this coffee could become wildly popular with its younger customers but wants to test
market it in a few stores in key locations around the country to assess customer reaction.
You are the manager of a Starbucks store that has been selected for this test marketing.
a. You have full responsibility for the success of the test market at your store. Write a memo
outlining the preparations that you will have to make at your store before the start of the test
marketing. Your memo should focus on at least four of the following issues: staffing, training,
equipment, supplies, location, store layout, quality, customer service, etc. (750 words)
b. Describe any interactions you would have with managers at Starbucks Finance, Marketing,
and HR as you get ready for the start of the test-marketing in your store. For what issues would
you need their help and support? (250 words).
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