Individual Assignment $2$

$$ Please answer each question in number order as presented below. Please do not write it as

an essay.

$$ There is a limit of $2$ double$-$spaced pages. $($Typewritten$,12-$point font, Times New

Roman$).$

Read Starbucks Corporation Case in the textbook and answer the following questions.

Please write the answer in your own language.

$1.$ How did Starbucks create its uniqueness in the first place? Why was it so

successful $($Until the mid$-2000$s$)?(20$ points$)$

Hint$)$ Starbucks$$ vertical integration helped facilitate its competitive advantage.

$2.$ Why and how did Starbucks lose its uniqueness and struggle in the mid$-2000$s$?$

$(20$ points$)$

Hint$)$ Starbucks lost its uniqueness between $2004$ and $2008$ because of various

factors, both internal to the firm and external reason