The Commoditization of Starbucks


    Case Study; “The Commoditization of Starbucks,” located in
    the back of the textbook. Go to Yahoo Finance’s Website, located at http://finance.yahoo.com/. Research Starbucks to obtain the financial information.
    Write a 4-6 page paper on the following:

    1. Explain
      the reasoning for Starbucks’ need for a change in strategic direction
      in response to McDonald’s and then explain the process of the changes.
    2. In
      2008, Starbucks replaced its CEO and realigned its leadership
      structure. Review the benefits of making this organizational change and
      why it was necessary.
    3. Assess the risks of making such a structural change in an established company like Starbucks.
    4. Compare
      the financial data in the case study to the data on Yahoo Finance’s
      Website. Conclude whether or not the change in organizational structure
      has returned Starbucks to its former status.
    5. Use 4 quality resources for this assignment.

    Your assignment must:

    • Be
      typed, double spaced, using Times New Roman font (size 12), with
      one-inch margins on all sides; references must follow APA or
      school-specific format. Check with your professor for any additional
      instructions.
    • Include a cover page containing the title of the
      assignment, the student’s name, the professor’s name, the course title,
      and the date. The cover page and the reference page are not included in
      the required page length.

    The specific course learning outcomes associated with this assignment are:

    • Develop organizational structures to fit a variety of operating environments and implement business strategies.
    • Analyze interorganizational relationships and management resources in order to successfully implement strategies.
    • Use technology and information resources to research issues in strategic planning in hospitality and tourism.
    • Write clearly and concisely about strategic planning in hospitality and tourism using proper writing mechanics.
    • Points: 150

      Case Study 3: The Commoditization of Starbucks

      Criteria

      Unacceptable

      Below 70% F

      Fair

      70-79% C

      Proficient

      80-89% B

      Exemplary

      90-100% A

      1.
      Explain the reasoning for Starbucks’ need for a change in strategic
      direction in response to McDonald’s and then explain the process of the
      changes.

      Weight: 20%

      Did
      not submit or incompletely explained t he reasoning for Starbucks’ need
      for a change in strategic direction in response to McDonald’s; did not
      submit or incompletely explained the process of the changes.

      Partially
      explained the reasoning for Starbucks’ need for a change in strategic
      direction in response to McDonald’s; partially explained the process of
      the changes.

      Satisfactorily
      explained t he reasoning for Starbucks’ need for a change in strategic
      direction in response to McDonald’s; satisfactorily explained the
      process of the changes.

      Thoroughly
      explained t he reasoning for Starbucks’ need for a change in strategic
      direction in response to McDonald’s; thoroughly explained the process of the changes.

      2. Review the benefits of making this organizational change and why it was necessary.
      Weight: 20%

      Did
      not submit or incompletely reviewed the benefits of making this
      organizational change; did not submit or incompletely stated why it was
      necessary.

      Partially reviewed the benefits of making this organizational change; partially stated why it was necessary.

      Satisfactorily reviewed the benefits of making this organizational change; satisfactorily stated why it was necessary.

      Thoroughly reviewed the benefits of making this organizational change; thoroughly stated why it was necessary.

      3. Assess the risks of making such a structural change in an established company like Starbucks.

      Weight: 25%

      Did not submit or incompletely assessed the risks of making such a structural change in an established company like Starbucks.

      Partially assessed the risks of making such a structural change in an established company like Starbucks.

      Satisfactorily assessed the risks of making such a structural change in an established company like Starbucks.

      Thoroughly assessed the risks of making such a structural change in an established company like Starbucks.

      4.
      Compare the financial data in the case study to the data on Yahoo
      Finance’s Website. Conclude whether or not the change in organizational
      structure has returned Starbucks to its former status.

      Weight: 20%

      Did
      not submit or incompletely compared the financial data in the case
      study to the data on Yahoo Finance’s Website. Did not submit or
      incompletely concluded whether or not the change in organizational
      structure has returned Starbucks to its former status.

      Partially
      compared the financial data in the case study to the data on Yahoo
      Finance’s Website. Partially concluded whether or not the change in
      organizational structure has returned Starbucks to its former status.

      Satisfactorily
      compared the financial data in the case study to the data on Yahoo
      Finance’s Website. Satisfactorily concluded whether or not the change in
      organizational structure has returned Starbucks to its former status.

      Thoroughly
      compared the financial data in the case study to the data on Yahoo
      Finance’s Website. Thoroughly concluded whether or not the change in
      organizational structure has returned Starbucks to its former status.

      5. 4 References
      Weight: 5%

      No references provided.

      Does not meet the required number of references; some or all references poor quality choices.

      Meets number of required references; all references high quality choices.

      Exceeds number of required references; all references high quality choices.

      6. Clarity and writing mechanics

      Weight: 10%

      More than 6 errors present

      5-6 errors present

      3-4 errors present

      0-2 errors present

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