What Starbucks CEO Kevin Johnson Is Getting Right

What Starbucks CEO Kevin Johnson Is Getting Right

Assessment

Interactive Video

Business

University

Hard

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The video discusses Starbucks' strategic changes under CEO Kevin Johnson, including store closures and accelerated innovation. It highlights the company's focus on food offerings to increase average ticket prices despite flat transaction numbers. The video also covers Starbucks' expansion in China amidst rising competition from local brands like Luckin Coffee and Tim Hortons. Additionally, it addresses various controversies and social initiatives, such as opening bathrooms to the public and installing needle collection boxes, which have sparked mixed reactions.

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5 questions

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1.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What major change did Kevin Johnson implement to address investor dissatisfaction?

Opened more stores in urban areas

Reduced the number of employees

Closed underperforming stores in overpenetrated areas

Increased the price of coffee

2.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

How has Starbucks improved its innovation process?

By reducing the time for new ideas to reach cafes

By hiring more staff for the innovation lab

By increasing the budget for marketing

By collaborating with other coffee brands

3.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What has been the impact of Starbucks' focus on food offerings?

Increase in average ticket prices

Decrease in average ticket prices

More customers visiting stores

Less focus on coffee products

4.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What is a significant challenge Starbucks faces in China?

Limited supply of coffee beans

High operational costs

Competition from local brands like Luckin

Lack of interest in coffee

5.

MULTIPLE CHOICE QUESTION

30 sec • 1 pt

What social initiative did Starbucks recently implement in some stores?

Hiring more local employees

Providing free Wi-Fi to all customers

Collecting used needles to ensure safety

Offering free coffee to students