Starbucks Case
Marketing Strategy in Action
Starbucks-2008
Discussion Questions:
1. Based on the case information and your personal experiences, list at least five things you know about Starbucks. This list offers you some idea about your cognitions concerning the coffee shop chain.
a. Starbucks is a 500 Fortune Company. b. They have coffee from different countries around the world. c. There is free Wi-Fi Internet connection. d. There are many Starbucks locations in the United States. e. The environment provides a relaxing atmosphere to study or have a nice conversation with friends.
2. List at least five things you like or dislike about Starbucks. This list gives you some idea of your affect for the coffee shops.
a. I like how their caramel frappuccino tastes. b. I like that they provide a free Internet connection to consumers and guests that walk in the store. c. I like how the baristas that have attended me are so nice and always give me advice on what coffee to choose and what to put on it. d. I do not like that they changed the seating. In the past they used to provide their customers with comfortable furniture to sit and relax. Now they have wooden chairs and tables. e. I do not like the prices for their sandwiches.
3. List at least five behaviors involved in buying a gourmet coffee drink from Starbucks. This list gives you an idea of the behaviors involved in a coffee purchase.
a. The arrival of the consumer to the Starbucks entrance. b. Doing the line to be attended by the barista. c. Trying out the new promotional coffee that a barista offers for free to the consumer. d. Asking the barista for the coffee drink the consumer wants. e. Using an ATM Debit or Credit Card to pay for the coffee the consumer ordered. 4. List at least five things Starbucks does in the environment to influence consumer’s coffee purchases. The list gives you some idea of how the environment influences affect and cognition and
Starbucks-2008
Discussion Questions:
1. Based on the case information and your personal experiences, list at least five things you know about Starbucks. This list offers you some idea about your cognitions concerning the coffee shop chain.
a. Starbucks is a 500 Fortune Company. b. They have coffee from different countries around the world. c. There is free Wi-Fi Internet connection. d. There are many Starbucks locations in the United States. e. The environment provides a relaxing atmosphere to study or have a nice conversation with friends.
2. List at least five things you like or dislike about Starbucks. This list gives you some idea of your affect for the coffee shops.
a. I like how their caramel frappuccino tastes. b. I like that they provide a free Internet connection to consumers and guests that walk in the store. c. I like how the baristas that have attended me are so nice and always give me advice on what coffee to choose and what to put on it. d. I do not like that they changed the seating. In the past they used to provide their customers with comfortable furniture to sit and relax. Now they have wooden chairs and tables. e. I do not like the prices for their sandwiches.
3. List at least five behaviors involved in buying a gourmet coffee drink from Starbucks. This list gives you an idea of the behaviors involved in a coffee purchase.
a. The arrival of the consumer to the Starbucks entrance. b. Doing the line to be attended by the barista. c. Trying out the new promotional coffee that a barista offers for free to the consumer. d. Asking the barista for the coffee drink the consumer wants. e. Using an ATM Debit or Credit Card to pay for the coffee the consumer ordered. 4. List at least five things Starbucks does in the environment to influence consumer’s coffee purchases. The list gives you some idea of how the environment influences affect and cognition and