Planning at Starbucks
Introduction Starbucks is a renowned coffee place and has grown exponentially over the last forty years. In 2007, Starbucks experienced a decline in their sales. This was largely due to growing competition from McDonalds, Dunkin Donuts, and other similar outlets. Starbucks unique selling point was in providing fresh coffee and convenience. It had special importance for its customers as it provided coffee and other breakfast items. However, with McDonalds launching their breakfast line and entering the coffee market there were more options available to Starbucks customers. By 2008, when Schultz gained control as CEO at Starbucks the company’s share ...
