To read the full version of this content please select one of the options below:

Starbucks - 2007

D. Karthik (Indian Institute of Management, Ahmedabad.)
M. R. Dixit (Indian Institute of Management, Ahmedabad.)

Indian Institute of Management Ahmedabad

ISSN: 2633-3260

Publication date: 28 May 2015


This case describes the financial and non-financial performance of Starbucks, a large organisation provided as on 2007. Howard Schultz, the promoter and chairman of the corporation is disturbed by the decline in the performance of Starbucks, especially the dilution of customer experience. He is required to analyse what happened and adopt a course of action to strengthen Starbucks' performance vis a vis competitive attacks. The participants are required to analyse the situation, generate options for Starbucks and make recommendations for the future, including whether Jim Donald, the current incubent, needs to retained as the CEO of Starbucks.



This case is based on published sources.


Karthik, D. and Dixit, M.R. (2015), "Starbucks - 2007", Indian Institute of Management Ahmedabad.



Indian Institute of Management Ahmedabad

Copyright © 2015 by the Indian Institute of Management, Ahmedabad