Starbucks Coffee in Canada

You head the corporate marketing department for Starbucks Coffee in Canada. The company has decided to launch some new drink flavours that previously have only been available in East Asia. While the company does not usually do so, it has decided that some of the new winter flavours that will be released in Japan might also find success with Canadian customers. The flavours that it wants to try this winter are the Merry Strawberry Cake Frappaccino and the Merry Strawberry Cake Steamed Milk. This is a bit of a gamble for sure. In Japan, there is a tradition of Christmas cakes (families buy cakes, usually strawberry, as part of their Christmas tradition). This is not a tradition that is widely practiced in Canada. Plus, not everyone celebrates Christmas. Also, cake in a drink?!


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Starbucks Canada has decided to do a limited release, in some cities or towns where the drink might be better received (plus, you can cash in on the limited edition status of the drink. Hopefully that will create a demand). However, you’ll need help figuring out which stores to launch this in. You also know it’s important to get regional insights from around the country to do this. You need to consult the district managers, and want them to advise on whether any of the stores in their area will be suitable for these merry drinks. You also don’t only want them to provide a yes/no answer. Since there is quite a bit of overhead at stake here, you want them to give a brief explanation in an informal report form, if they believe one of their stores is a suitable location for the drinks. You want definite numbers (probably of how many people will enjoy sweet drinks and cake), and a recommendation at the end. Your Task Write a direct approach email to the district managers, asking them to nominate stores that will receive these special seasonal drinks. Ask them to present their nominations in an informal report. Explain to them as much of the scenario above that they’ll need in order to make the decision about which stores to nominate. Important Notes – Avoid copying phrases from the scenario: some of it is badly written on purpose! – Consider the details you will need to include and the details that can be left out. – Please single-space, but leave a space in between paragraphs.

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