Running Head: ZOOMING IN ACTIVITIES 1 Zooming in Activities Student's Name Institution Professor Course Date
ZOOMING IN ACTIVITIES 2 Zooming in Activities Question 1: Howard Schultz is betting on constant reinvention of his company. He said, "Innovation is in our DNA." What kind of information should Starbucks gather to help it decide whether and how to introduce a new product to avoid pitfalls such as the failed Sorbetto beverage? Amid fierce global competition, Starbucks recurrently reinvents itself with innovative store concepts, constant expansions, and new beverages. The organization prides itself on providing customers with unique experiences and strives to connect with its customers, one cup at a time and one neighborhood at a time. Though Howard Schultz believes that innovation is in the organization's DNA, it is vital for the organization to gather current consumer trends, collect customer feedback, conduct cost estimation, and conduct a risk analysis when deciding on whether and how to introduce a new product to avoid pitfalls such as the failed Sorbetto beverage (Guffey & Loewy, 2017). Though many customers liked the Sorbetto beverage, the product failed as Starbucks launched it right at the onset of the Great Recession. As a result, though delicious, the drink was expensive as Starbucks failed to conduct a conclusive cost estimation and risk analysis, leading to the beverage's discontinuation. Question 2: How could Howard Schultz test his assumption that the intimate communal coffee- drinking experience is intact at Starbucks? Howard Schultz can test his assumption that Starbucks's intimate communal coffee- drinking experience is still intact by implementing research and evaluation methods like observational research. Observational research allows the investigator to observe natural and accurate information and data in a natural setting. The assumption can be tested by conducting a conclusive observation of all Starbucks locations and investigating how customers interact, how
ZOOMING IN ACTIVITIES 3 seating areas are occupied, and how customers engage in conversation while taking their coffee. Starbucks already prides itself in offering a unique experience to consumers, justified by its presence in China and India, a traditionally tea-loving country (Guffey & Loewy, 2017). Given its advances in diverse communities, the organization's assumptions of providing unique and intimate experiences can only be tested through first-hand customer experience assessment, helping Starbucks maintain its unique organizational atmosphere. Question 3: How can collected information be transmitted to Starbucks' decision makers? Information plays a significant role in the decision-making process as it serves as the foundation of informed decisions and helps organizational leaders make decisions based on accurate and relevant data. Starbucks decision makers need information to stay informed of what is happening inside and outside the organization to effectively and efficiently respond to the fast- changing economic times and steep competition. Collected information can be transmitted to Starbuck's decision makers through informative reports. In the contemporary digital age, substantial information that allows decision-makers to run their organization efficiently comes in reports (Guffey & Loewy, 2017) . Informational reports are inherently informational, describing periodic, recurring activities and situational events. This makes informational reports the best method of conferring information to Starbucks's decision makers as they do not need to be persuaded by collected information but rather informed.
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