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Video Links for Case 2: Starbucks in 2009: The Coffee Goes Cold
Brand revitalization at Starbucks and Radioshack (MSNBC News, August 2009)
http://www.blinkx.com/video/order-coffee-just-don-call-it-starbucks/R7m2T1uIx0NMZko42v_ORg
Supporting narrative: Starbucks and RadioShack are revaluing their brands to reflect changing customer preferences. This item talks about the ongoing corporate strategy shifts as Starbucks and RadioShack reposition themselves in their respective markets to respond to changing customer tastes and trends.Q) In what ways is Starbucks changing its business strategy? What are the forces motivating this reassessment?
Interview with Andrea Illy
http://video.forbes.com/fvn/value/illys-espresso-strategy
Supporting narrative: This interview with the CEO of Illycaffe discusses characteristics and production of high quality coffee beverages and points to the challenges that Starbucks face.Q) Assess the challenge that Illy offers to Starbucks in the market for gourmet coffee. Which company would you buy shares in?