Posted by & filed under Part 1 Business in a Global Environment, Part 2 Starting and Growing Your Business, Part 3 Management: Empowering People to Achieve Business Objectives, Part 4: Marketing Management.

Description: First, Starbucks (SBUX) wanted you in its cafes for lunch and the afternoon, so it spruced up its food offerings and started serving cold “Refreshers” and testing sodas. Now it wants you there in the evening, too, and it’s bringing out the booze.

Source: Businessweek.com

Date: Mar 20, 2014

Link: http://www.businessweek.com/articles/2014-03-20/what-to-expect-from-starbucks-new-booze-menu#r=nav-f-story

Questions for discussion:

  • Do you think this new program will be successful?
  • Will this program attract new customers or serve the current customer better?

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