Answer Critical Thinking.

write 600 words with min 2-3 peer reviewed references


“Zooming In” Activity 6: Starbucks page 437 – Part 1

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Answer critical thinking.


Critical Thinking

  • Howard Schultz is betting on constant reinvention of his company. He  said, “Innovation is in  our DNA.”12 What kind  of information should  Starbucks gather to  help it decide whether  and how to introduce  a new product to avoid  pitfalls such as the failed  Sorbetto beverage?
  • How could Howard Schultz test his assumption that the  intimate communal  coffee-drinking  experience is intact at  Starbucks?
  • How can collected information be  transmitted to Starbucks’  decision makers?


Guffey, Mary Ellen; Loewy, Dana. Business Communication: Process & Product (p. 437). Cengage Learning. Kindle Edition.

Your submission must be double-spaced with uniform 1-inch margins and using 12-point Times New Roman font.


Please refer below article and reference inorder to answer this questions



Business Communication: Process & Product (9th Edition) by Guffey and Loewy (ISBN-13: 9781305957961) Publication Manual of the American Psychological Association (7th Edition) (ISBN-13: 9781433832161)



Starbucks: Innovate or Die!  The Global Chain That Wants  to Remain Local  Amid fierce global competition, Starbucks is reinventing  itself with innovative store concepts, constant expansion,  and new beverages. The company continues to reign as the  world’s largest coffee shop chain by number of outlets and revenue, having soared to more than  24,000 retail locations in 70 countries.1 The specialty coffee roaster and retailer has bolstered its  presence in China, its second-largest and fastest-growing market.2 The company has also entered  India, a traditionally tea-loving country. In its own words, Starbucks set out to be “a different kind of  company”3 by providing a unique experience to customers and trying to create a connection “one  person, one cup, and one neighborhood at a time.”4 Yet the global behemoth serves a whopping 60  million customers a week and employs almost 240,000 people.5 With annual sales of $20.2 billion  and a market capitalization of $85.3 billion, the company is “firing on all cylinders,” according to The  Wall Street Journal, even when its stock dips, as it has lately.6  Adding to its accolades, Starbucks consistently ranks among the top ten in the Fortune magazine  list of the World’s Most Admired Companies. It is known for its social responsibility initiatives such as  fair-trade coffee sourcing, energy conservation, farmer loans, and ethical employment practices. Moreover, the retailer is regularly named among the top 100 on the Forbes list of America’s Best Employers,  not least because Starbucks gives health insurance and stock options to all employees, whom it calls  partners.7  Howard Schultz successfully bucked traditional retail wisdom, for example, by locating stores so  densely together that they cannibalized each other’s sales. The New York metro area alone has 430  locations.8 Schultz famously relied on his entrepreneurial instinct and scorned conventional market  research. Although he is one of the most admired corporate executives of our time, Howard Schultz  suffered a few flops, too. His headlong introduction of Sorbetto failed miserably, and Starbucks had  to abandon the sugary beverage.9 The company also has had mixed results with its music and film offerings. Moreover, Schultz admitted that he misread the depth of the Great Recession and its impact  on his business. However, he scored a winner with Via, Starbucks’ instant coffee, because this time he  embraced focus groups and listened to his executives, who advocated a slow, methodical introduction.  The CEO’s latest promising ventures are the opening of the coffee chain’s first store in South Africa10  and a foray into a new high-end ready-made chilled coffee as iced coffee is booming in the United  States.11 The company is expanding its mobile ordering and payment options and tweaking a new customer loyalty rewards system. You will learn more about Starbucks and be asked to complete a relevant  task later in this chapter.


Guffey, Mary Ellen; Loewy, Dana. Business Communication: Process & Product (p. 437). Cengage Learning. Kindle Edition.


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