Description: Good news for the caffeinated masses: Starbucks (SBUX) is cutting prices, starting May 10, on its bags of coffee sold in grocery stores. The $1-per-bag discount represents a 10 percent discount on its eponymous beans, a 12.5 percent drop on its cheaper Seattle’s Best brand.
Date: Apr 12, 2013
Questions for Discussions:
- What is the theory behind the move at Starbucks?
- Do you think it will be successful?
- What other strategic changes would be consistant with this change?