Expert answer:Business and finance questions about Starbucks and

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Please read the two passages on Starbucks and
Hyundai posted below.
An Interview with Howard Schultz, CEO of
STARBUCKS
Overseeing more than 16,000 stores worldwide, creating a
new coffee lingo, Schultz indicates that there are over 70,000
different ways to order a Starbuck’s coffee which makes up
the Starbucks experience. Now, seen as a symbol of grande
indulgence, Starbuck’s is struggling. The company has
announced the closing of 600 underperforming stores in the
U.S. and the need to cut more than 1,000 jobs. Schultz
admits that Starbucks may have grown too big too fast given
today’s economy and a business plan was not in place for the
severity of the economic downturn. Schultz recognizes that
such a recession has created more discretionary coffee
decision making purchases. Dunkin Donuts, with its
expansion, is providing some strong competition by offering
an upgraded coffee experience at a lesser consumer cost.
When asked if he would bring the Starbuck’s prices down,
Schultz maintains that Starbuck’s will not cut corners but
will reduce waste to save the company more than $400
million and continue to sell more than a cup of coffee. He
says, post 911, that Starbuck’s traffic increased because of the
need for a sense of community and that they don’t want to do
anything to fracture the community experience. He also
plans to continue to provide health insurance to all
employees including part-time. When asked if Starbucks can
keep its mission statement in this economy, he says he is
optimistic and realistic and offers would be entrepreneurs
this advice: Opportunities can be and have been created
during tough economic times. Starbucks was created by
believing in big dreams so dream big and dream bigger.
Also check out http://www.starbucks.com/
1.Describe Starbuck’s business-level strategy.
2.How is Starbucks managing its relationship with customers?
3.How would you describe the market segment(s) that Starbuck’s serves?
4.Is the differentiation strategy appropriate for Starbucks? Why or why not?
Now or in the future?
5.Using the five forces model of competition, how should Starbuck’s plan
to position itself in these economic times?
HYUNDAI
Hyundai’s strategy is to sell more cars for less than the
competition. With the rest of the auto industry in free fall
being off 21% from the previous year, Hyundai’s U.S. sales
had increased 8%. Michael Brown, Vice President of Atlantic
Hyundai’s parent company, a dealership network, indicates
that Hyundai has the hot hand with an aim to dominate the
marketplace. John Kraftchick, President and CEO of
Hyundai Motor American, is interviewed saying that
Hyundai’s chairman initiated the move to achieve the
highest level of quality in the industry in 5 years. With a
quantum leap in quality, Hyundai has new models that are,
now, well-equipped, fuel efficient, and stylish. James Bell,
analyst for the auto industry’s Kelly Blue Book, reflects upon
the first 1986 Hyundai to enter the marketplace. He
concludes that Hyundai retrenched and came back stronger
by curing their reliability and durability concerns with longer
warranties and a blitz of ads that gained consumer public
attention. The Toyota downfall is an advantage for Hyundai
but Hyundai, too, experienced its own recalls. The Vice
President for Hyundai Motor America concludes with their
concerns that Hyundai may experience the Toyota woes but
it has been a wakeup call. John Kraftchick provides a sneak
peek of the newest Hyundai flagship automobile that will
compete with the BMW 7 Series, Mercedes Benz S Class,
Lexus LS, and those cars that cost $70,000 to over $100,000
dollars. He concurs that Hyundai stands for something
different rather than price. While Hyundai remains reactive,
they are concerned about vehicles from India, Vietnam,
China and other upstarts just like Hyundai once was.
Also check out http://www.hyundaiusa.com/ and
http://worldwide.hyundai.com/
1.Describe Hyundai’s competitive behavior.
2.What kind of competitive dynamics might you expect from Hyundai and
other automakers?
3.Is Hyundai involved in multimarket competition? Why or why not?
4.What impact will market commonality have on competitive responses in
the auto industry?
5.Can Hyundai be identified as a late mover? If so, why? And what
consequences should they be knowledgeable of?
AFTER READING THE PASSAGES:
Please answer questions for STARBUCKS
And HYUNDAI.
You will be graded based on the length, detail and the quality
of your answer!!!
…
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