Starbucks Gives Single-Serve a Shot

Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management, Part 5 Managing Technology and Information.

Description: Starbucks is planning a big ad campaign to launch its Verismo single-cup espresso-based beverage machines–the coffee company’s first foray into selling machines–which CEO Howard Schultz claims will be a “game changer” for its ability to make lattes with milk pods. Julie Jargon has details on Lunch Break.

Source: Moneywatch.com – video report

Date: Sep 21, 2012

Link: http://on.wsj.com/S7oyiR

Questions for Discussions:

  • Do you think this product will be a big success for Starbucks?
  • What are the challenges the company faces as it launches this product?
  • Is there a risk that the product will cannibalize their existing sales?

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