INTERNATIONAL MARKETING

Case Study Report
How Starbucks Corp. should improve its business Syndicate Group Number 1 24/08/2007

The following group assignment report was prepared for a business unit at Macquarie University, Sydney. The information given does not need to be correct. The suggestions given and conclusions drawn remain (as the whole report in itself does, too) the intellectual property of the authors. Do not use this report for plagiarism. Do not copy this report. Do not print this report. Do not hand this report in as your own! Authors and Copyright:
Tanya Shahi Jorge Omar Martin Aufschläger Timo Schmerling Stefan Gassner tanyashahi@gmail.com canogeorge@hotmail.com martinaufschlaeger@gmail.com timo_schmerling@web.de mail@stefan-gassner.de

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Case Study Report: Starbucks Corp.

Table of Contents

Table of Contents ....................................................................................................... 2

1. Introduction ............................................................................................................. 3 1.1 Company Profile ................................................................................................ 3 1.2 Case Summary.................................................................................................. 3 1.3 Current Situation ............................................................................................... 4 2. Deriving Key Issues from the Case Study .............................................................. 6 2.1 External Key Issues ........................................................................................... 6 2.1.1 Limited Growth Opportunities ...................................................................... 6 2.1.2 Customers and Image