Marketing Currents - Business and Marketing Current Events

Starbucks adds olive oil in coffee; CEO calls it a ‘market maker’


Starbucks’ new line of olive oil-infused coffee drinks could disrupt the industry, interim CEO Howard Schultz told CNBC’s Jim Cramer on Tuesday.

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Discussion Questions:

  1. Based on what you learned in this news story, describe the new line of Starbucks coffee drinks.
  2. What is a “market maker” as referenced in the headline of this story?
  3. Who is Howard Schultz?
  4. Why is leadership important in business?
  5. What does it mean to “disrupt” an industry?
  6. What is innovation?
  7. According to your Marketing Insights curriculum “Innovation” lesson, what is the difference between incremental innovation and disruptive innovation?
  8. What are the different categories of innovation?
  9. Which might best describe the new line of drinks from Starbucks?
  10. Why do you think Howard Schultz thinks the new line of olive oil-infused drinks could disrupt the industry?
  11. In your opinion, does it have the potential to disrupt the industry? Why or why not?
  12. What is segmentation?
  13. What is geographic segmentation?
  14. Why do you think Starbucks chose to launch the new line of coffee drinks in Italy?
  15. When will the drinks be coming to the U.S. and which state will see them first? Why do you think they chose that state for a launch in America?
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.