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EBU6402 Case Study for Exam Paper A (Jan. 2016)

Instructions

1) You are required to read this case study carefully in preparation for your exam on EBU6402 Enterprise Management. Please note: only the case study itself is released prior to the exam; the required questions based on the case study won’t be released until the exam date. CAUTION:

WHEN TACKLING THESE QUESTIONS, YOU’RE EXPECTED TO APPLY THE RELEVANT

CONCEPTS AND THEORIES THAT YOU HAVE LEARNED FROM EBU6402 AS WELL AS
DEMONSTRATE YOUR UNDERSTANDING ON THE CURRENT STATE OF COMPANY.

2) You must not bring this case study (or any notes) into the exam room. The same case study in its full length will be on the exam paper together with the required questions. Possession of unauthorised materials is an assessment offence.

During the exam:

3) Remember to write ALL your answers in the answerbook, with question numbers clearly marked. You may ask the invigilators for extra pieces of paper if there is not enough space in the answer book.
EBU6402 (2015/16) Case Study for Paper A Page 2

Question 3 – Case Study

Starbucks – in 2015?

Most companies with annual sales over $9 billion would wish to pay an annual dividend to their shareholders. But not the coffee restaurant chain Starbucks. Its purpose is to grow the company and it retained all its profits for many years to achieve this. The case explains the background and explores the implications.
大多数公司,年销售额超过90亿美元希望支付年度股息给股东。但不是星巴克咖啡连锁餐厅。其目的是增加公司和它保留其所有利润多年来达到这个目的。这个案例解释的背景,探讨了影响。

Starbucks history

Originally a coffee roasting company, Starbucks opened its first coffee bar in Seattle, USA, in 1985. The young Howard Schulz, who had joined the company in 1982 as marketing executive, persuaded the original owners to use the company’s roasted beans to experiment with an

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