Write a 1-2 page piece responding to the following items:
In 2007, Starbucks Chairman Howard Shultz wrote a memo to CEO Jim Donald, which was then leaked to the public which he had titled "The Commoditization of the Starbucks Experience."
•You should read it here:nnr http://starbucksgossip.typepad.com/12007/02/starbucks_chair_2.html
After reading it, give me your thoughts. Were / are his concerns valid? This memo was written back in 2007. What has gone on since this memo with Starbucks (popular press, news articles from over the years, etc. can help you answer this) ? Is the differentiated Starbucks experience commoditized, or holding strong? Why?
Sample Solution