The Commoditization of Starbucks

Case Study; “The Commoditization of Starbucks,” located in
the back of the textbook. Go to Yahoo Finance’s Website, located at http://finance.yahoo.com/. Research Starbucks to obtain the financial information.
Write a 4-6 page paper on the following:

1. Explain
   the reasoning for Starbucks’ need for a change in strategic direction
   in response to McDonald’s and then explain the process of the changes.
2. In
   2008, Starbucks replaced its CEO and realigned its leadership
   structure. Review the benefits of making this organizational change and
   why it was necessary.
3. Assess the risks of making such a structural change in an established company like Starbucks.
4. Compare
   the financial data in the case study to the data on Yahoo Finance’s
   Website. Conclude whether or not the change in organizational structure
   has returned Starbucks to its former status.
5. Use 4 quality resources for this assignment.

Your assignment must:

• Be
  typed, double spaced, using Times New Roman font (size 12), with
  one-inch margins on all sides; references must follow APA or
  school-specific format. Check with your professor for any additional
  instructions.
• Include a cover page containing the title of the
  assignment, the student’s name, the professor’s name, the course title,
  and the date. The cover page and the reference page are not included in
  the required page length.

The specific course learning outcomes associated with this assignment are:

• Develop organizational structures to fit a variety of operating environments and implement business strategies.
• Analyze interorganizational relationships and management resources in order to successfully implement strategies.
• Use technology and information resources to research issues in strategic planning in hospitality and tourism.
• Write clearly and concisely about strategic planning in hospitality and tourism using proper writing mechanics.

• Points: 150	Case Study 3: The Commoditization of Starbucks
  Criteria	Unacceptable Below 70% F	Fair 70-79% C	Proficient 80-89% B	Exemplary 90-100% A
  1. Explain the reasoning for Starbucks’ need for a change in strategic direction in response to McDonald’s and then explain the process of the changes. Weight: 20%	Did not submit or incompletely explained t he reasoning for Starbucks’ need for a change in strategic direction in response to McDonald’s; did not submit or incompletely explained the process of the changes.	Partially explained the reasoning for Starbucks’ need for a change in strategic direction in response to McDonald’s; partially explained the process of the changes.	Satisfactorily explained t he reasoning for Starbucks’ need for a change in strategic direction in response to McDonald’s; satisfactorily explained the process of the changes.	Thoroughly explained t he reasoning for Starbucks’ need for a change in strategic direction in response to McDonald’s; thoroughly explained the process of the changes.
  2. Review the benefits of making this organizational change and why it was necessary. Weight: 20%	Did not submit or incompletely reviewed the benefits of making this organizational change; did not submit or incompletely stated why it was necessary.	Partially reviewed the benefits of making this organizational change; partially stated why it was necessary.	Satisfactorily reviewed the benefits of making this organizational change; satisfactorily stated why it was necessary.	Thoroughly reviewed the benefits of making this organizational change; thoroughly stated why it was necessary.
  3. Assess the risks of making such a structural change in an established company like Starbucks. Weight: 25%	Did not submit or incompletely assessed the risks of making such a structural change in an established company like Starbucks.	Partially assessed the risks of making such a structural change in an established company like Starbucks.	Satisfactorily assessed the risks of making such a structural change in an established company like Starbucks.	Thoroughly assessed the risks of making such a structural change in an established company like Starbucks.
  4. Compare the financial data in the case study to the data on Yahoo Finance’s Website. Conclude whether or not the change in organizational structure has returned Starbucks to its former status. Weight: 20%	Did not submit or incompletely compared the financial data in the case study to the data on Yahoo Finance’s Website. Did not submit or incompletely concluded whether or not the change in organizational structure has returned Starbucks to its former status.	Partially compared the financial data in the case study to the data on Yahoo Finance’s Website. Partially concluded whether or not the change in organizational structure has returned Starbucks to its former status.	Satisfactorily compared the financial data in the case study to the data on Yahoo Finance’s Website. Satisfactorily concluded whether or not the change in organizational structure has returned Starbucks to its former status.	Thoroughly compared the financial data in the case study to the data on Yahoo Finance’s Website. Thoroughly concluded whether or not the change in organizational structure has returned Starbucks to its former status.
  5. 4 References Weight: 5%	No references provided.	Does not meet the required number of references; some or all references poor quality choices.	Meets number of required references; all references high quality choices.	Exceeds number of required references; all references high quality choices.
  6. Clarity and writing mechanics Weight: 10%	More than 6 errors present	5-6 errors present	3-4 errors present	0-2 errors present