Extra Credit Assignment

Due Monday, March 29, 2004

Beginning of class period – no exceptions

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The following assignment is not required.  It can be used as 10 extra credit points.  To receive credit for this assignment in addition to correct answers it must have: Name, class ID #, be typed, answers numbered and given in the order they are asked.  I will not take the time to search for which class you are in, hence the need for ID #,  or where answers might be if they are presented in an essay format, hence the need to number your answers.

 

All articles are available electronically through the Western Michigan University Libraries database ABI/INFORM Global.  You can access this database from anywhere on campus.  If you log in from an off campus point you will need your WMU user name and password.  To get to this database you can:  log onto WMU home page www.wmich.edu  Click on Libraries and Technology, next click on University Libraries, from there go to A-Z List of Article Indexes and Databases and click on A, next click on ABI/INFORM Global, next (if accessing from off campus) enter your user name and password, next search for articles using the title and periodical names and for last question topic.

 

Step 1:  Read the following articles:

Starbucks Coffee:  A Multichannel Strategy.  In your text on pages 650-651

Rich Thomaselli, “Starbucks inks pouring-rights deals,” Advertising Age (Nov 24, 2003) p8

Deborah Ball and Shirley Leung, “Latte Versus Latte; Starbucks, Dunkin’ Donuts Seek Growth by Capturing Each Other’s Customers,” Wall Street Journal (Feb 10, 2004) pB1

“ Orin Smith; Starbucks,” Business Week (Jan 12, 2004) p 62

Anonymous “Starbucks launches new foodservice subsidiary,” Nation’s Restaurant News (Feb 2, 2004) p60

Andy Serwer and Kate Bonamici, “Hot Starbucks to Go,” Fortune (Jan 26, 2004) p60

 

Step 2:  Visit the following websites:

www.starbucks.com

www.dunkindonuts,com

 

Step 3:  Answer the following questions:

  1. Both Starbucks and Dunkin’ Donuts use vertical marketing systems for their retail stores. 
    1. What type does Starbucks use?
    2. What type does Dunkin’ Donuts use?
    3. Give one advantage for Starbucks decision and one advantage for Dunkin’ Donuts decision.

 

  1. What partnerships has Starbucks developed with already established channels to distribute their products in the grocery store channels?

 

  1. Other than prepared coffees, what other products is Starbucks venturing into and how are they distributed? ( hint: look at strategic channel alliances in addition to new products through their traditional channel)

 

  1. In developing their foodservice subsidiary they have used a business goods channel.  In both channels the consumer buys and drinks the coffee.  How does this channel differ from their traditional retail channel?

 

  1. In looking at the supplier network for their products, how does Starbucks control and use their supply channel to enhance their company and products and image to the consumer?

 

  1. Using ABI/INFORM Global, find one other article that discusses either Starbucks or coffee growing and distribution.  Give the complete citation for the article and write a brief 1-2 paragraph summary of the article.