More than a good cup of coffee. The secret of Starbuck's success
Listen to the following audio, read the company's overview and timeline and answer the questions below:
Company overview: http://www.starbucks.com/assets/9a6616b98dc64271ac8c910fbee47884.pdf
Timeline: http://www.starbucks.com/assets/e56b2a6b08244aaab0632dc6ac25ad0d.pdfAudio
File link: http://www.businessenglishstudy.com/mp3/10-intermediate.mp3
Extra: interesting article of an interview with Howard Schultz and his views about marketing: http://www.marketingmagazine.co.uk/article/981327/starbucks-chief-executive-howard-schultz-marketing
Questions:
- What is the background of the founder of Starbucks, Howard Schultz?
- How does Schultz's trip to Italy play a role in the history of Starbucks? What did he want Starbuck to become?
- What are the three principal's of Starbuck's success according to Schultz?
- What is so attracting about Starbucks? Is it the coffee or something else? If something else, please describe
- What is the similarity between Starbucks and McDonald?
- Why are so many business people going to Starbucks?
- Do you think that Starbuck could and should open a coffee shop in Montpellier? Why or why not?
Now...let's plan Starbuck's European expansion...but before we do, let's watch the following video and find things that may be helpful when planning this expansion
Before starting to write your Expansion Market Plan, you should look at the following slides in the presentation below:
- Corporate Strategy Overview - P.10-12
- Why go Global? P.14-18
- Human Resources: creating and maintaining the right team P.27-29
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