INSTRUCTIONS:
- In the beginning, how was Starbucks different from other options for coffee drinkers in the United States? (in other words, what was Starbucks initial competitive advantage?)
- Starbucks made significant changes to achieve its rapid growth (2006-2009); What did Starbucks gain and give up as a result of these changes?
- When Schultz returned to Starbucks as CEO in 2008 what had changed in the competitive environment? What caused the changes?
- Starbuck under Schultz the second time made changes to respond to the new market conditions he found; were his changes effective or not and why?
- Was the introduction of VIA in 2009 a good idea for Starbucks given market conditions at the time? Explain your answer.
Please refer at least one point on slides used in class for each question
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