Starbucks’ Structure: Case Study on Business Management and Marketing – Chapter 3, Week 2

Summary

Students learn about Starbucks' business management and marketing strategies. They consider how Starbucks' structure affects its operations and customer experience.

Job Description and Specification

Students create a job description and job specification for a Starbucks employee. They apply concepts from their course and cite references.

Departmentalization and Food Sales

Students consider the form of departmentalization Starbucks should use. They examine whether this form should change in stores offering food products.

Customer Experience and Behaviors

Students reflect on personal experiences as Starbucks customers. They list behaviors involved in buying a gourmet coffee drink from Starbucks.

Starbucks' Marketing Strategies

Students consider how Starbucks' marketing strategies influence customers. They discuss the impact of the Starbucks website and loyalty program.

Key terms

Departmentalization

The way an organisation divides tasks and employees into departments.

Job specification

The skills and qualifications needed for a job.

Consumer behavior

The actions people take when buying and using products.

Loyalty program

A marketing strategy to reward repeat customers.

Brand recognition

How easily customers recognise a company's brand.

Drive-thru

A service allowing customers to buy products from their car.

Questions this document helps with

• What form of departmentalization should Starbucks use?
• How does Starbucks' loyalty program influence customers?
• What behaviors are involved in buying a coffee from Starbucks?

Summary written with AI from the document's text.