Marketing Currents - Business and Marketing Current Events

Starbucks goes boba: This summer’s menu has bubble tea, and it’s a Gen Z dream

Starbucks is bursting plenty of bubbles this summer — but in a distinctly delicious way.

Click here to read the story at fastcompany.com.

Discussion Questions:

  1. What are industry or market trends?
  2. What market trends might have influenced Starbucks’ decision to include bubble tea in their summer menu?
  3. Why do you think Starbucks chose to describe their boba as “raspberry-flavored pearls”?
  4. What is the name of the new drink? Why do you think the name of the new product is important from a marketing perspective?
  5. How might the color of the raspberry-flavored pearls influence customer perception and interest in the new bubble tea options?
  6. What is a business plan?
  7. What does it mean for Starbucks to add bubble tea to their menu? How does this represent an expansion into a new product category?
  8. Why do you think they would want to expand into a new product category? How might that be part of the company’s business plan?
  9. How does Starbucks’ entry into the bubble tea market impact other chains like Kung Fu Tea and Gong Cha? What competitive advantages does Starbucks have?
  10. What type of marketing strategies should Starbucks use to promote their new bubble tea drinks?
  11. According to this story, who represents the target market for Starbucks’ new bubble tea offerings?
  12. Why is Gen Z an important demographic to Starbucks?
  13. Do you think the new product will be popular this summer? Why or why not?
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.

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