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| Topic: |
Business
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| Number of pages / Number of words: |
2 / 426 |
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New markets- market expansion (barnes & nobles, airports and airlines, aramark), new products- diversification (ice cream, bottled frappuccino) and new product innovation (frappuccino, tiazzi, tazo teas).
Strategic issues- declining corporate growth rate, average ROA ROE and ROCE, morning day part focus, growing importance of frappuccino drinks, question on ability to implement diversification (acquisions, internet/wireless, grocery ventures), enormous hiring and training needs, licensing (international/US business alliances), Metrics and role of Starbucks card...
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In creating and building a brand, Starbucks worked to identify elements (target customers, target needs (what do the consumers need?), target value proposition (why STARBUCKS versus other products?), target message, mix/media/spend, and to make sure all of the elements were aligned.
(N America)Opportunities- Enormous core growth potential continues to remain...
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