Home Starbucks

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  • Project: Pilot collaboration class — Drucker Graduate School of Management (MBA), Claremont University and GradID, Art Center College of Design. Group project (14 weeks)

  • My work involved guiding the MBA students' customer research (Teaching Assistant) in association with Art Center course instructors and as a student with Drucker instructors.

  • Assignment; Develop a strategic business model for a Starbucks Premium at-home coffee experience for North America.

Next place for SBx (March 2011)

Starbucks customers know that they can count on excellent customer service, an inviting atmosphere and a superb cup of coffee every visit. However, the overall growth of the coffee market is slowing down and younger consumers do not drink as much coffee as previous generations.

As a graduate teaching assistant, I participated in a pilot collaboration between Art Center Grad ID students and Drucker Graduate School of Management MBA candidates to develop a strategic business model for a Starbucks Premium at-home coffee experience for North America. My work involved guiding the MBA students' customer research in association with Art Center course instructors and as a student with Drucker instructors. The final business proposal is the collaborative work of both schools' students.

While we were working on this project, Starbucks coincidentally announced their actual intention to move into the home market. (Reuters news)​

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