Would Starbucks new initiatives—those launched during the new millennium—continue to fuel growth?
After a backward slide during the 2008-09 recession, Starbucks appeared to be back on track in 2014. That said, the complexities of globalization—particularly expansion into China—as well as increased competition on a number of fronts continued to challenge the coffee house giant. This case asks students to consider how the brand should fuel growth as it markets to the increasingly diverse tastes of its customers.
Case ID: 150504