Short Paper- Prepare a written plan and identify the means of production you intend to use for the new business opportunity.

Carmen Hendrickson posted Jun 20, 2019 2:58 PM Subscribe

Starbucks currently has a coffee and tea drink menu that consists of over 87,000 or more drink

com

binations that the customers are able to customize with options like double shots of expresso, soy

milk vs whole milk, sweetener, blended and double blended, to name a few. The new product / service

that I am proposing to introduce to the Starbucks menu is

the addition of alcoholic beverages to the

blended coffee drinks, this plan would add spirits such as rum and vodka to select drinks on the current

menu. The service would be offered only at flagship stores and during set hours of store operation.

While t

his idea seems simple, it is rather complex, because not all drinks will be able to be converted to

adult beverages, and customers would need to join the Starbucks rewards program to participate in the

Starbuck adult beverage program. The actual success of

this program will need to go through a rigorous

test market, prior to a global launch. Product and service design refers to the entire process of

engineering a potential future product or service, including its form, fit, and function (Stevenson, 2018).

F

or Starbucks, these new drinks will be carefully selected by a test panel made up of mixologists and

consumers who will vote on the appropriate blended coffee drinks that can covert to adult beverages

for the test markets.

The idea for the adult beverages

concept came to me when I was sitting at a breakfast café that offered

mimosas and an Irish coffee that consisted of combining coffee with Irish whiskey, brown sugar and

lightly whipped cream, served hot. The conceptualizing process is in which an idea is

created, and the

target audience and potential demand is determined (Stevenson, 2018). My research has determined

that Starbucks does not have any plans that include introducing alcohol to the menu in the near future,

and that this would be a groundbreaki

ng opportunity if properly executed. The summer 2019 drink

menu introduced a new Dragon Drink and brought back into circulation Caramel Ribbon Crunch

Frappuccino, Mocha Cookie Crumble Frappuccino, and S’mores Frappuccino. (Starbucks, 2019). The

concept for

the drinks is fairly simple, selected brands of rum vodka and other spirts would be added to

blended coffee based drinks. The company would need to join forces with outside brand that are

suppliers of rum, vodka and gin. Once suppliers are selected, the d

rinks would be further developed

with a mixologist and test panel across various states. The testing phase would include feedback from

experienced bartenders and restaurants that would be able to offer the products in a controlled

environment where patrons

can offer an unbiased opinion. This process will help us to better

understand what flavors go well with what type of coffee bean and roast.

In conclusion, Starbucks will need to solidify the plans for the new service prior to testing. After testing,

the

company will launch the product into flagships stores designated as the test market. This action will

provide measurable data to the shareholders, and can further be used to change or improve the service

prior to releasing to the mass market and abroad. St

arbucks’s will need to continuously update and

monitor the service in search of ways to expand and improve current menu items, as well as create new

drink concoctions . This process describes how Starbucks’s would pursue incorporating alcoholic

beverages i

nto the current flagship stores.

Reference

Stevenson, W. J. (2018). Operations Management (13th ed.). Boston: McGraw

-

Hill.

https://stories.starbucks.com/press/2019/starbucks

-

new

-

summer

-

food

-

and

-

drink

-

menu

-

hits

-

stores

-

nationwide

-

today/

Carmen Hendrickson posted Jun 20, 2019 2:58 PM Subscribe

Starbucks currently has a coffee and tea drink menu that consists of over 87,000 or more drink

combinations that the customers are able to customize with options like double shots of expresso, soy

milk vs whole milk, sweetener, blended and double blended, to name a few. The new product / service

that I am proposing to introduce to the Starbucks menu is the addition of alcoholic beverages to the

blended coffee drinks, this plan would add spirits such as rum and vodka to select drinks on the current

menu. The service would be offered only at flagship stores and during set hours of store operation.

While this idea seems simple, it is rather complex, because not all drinks will be able to be converted to

adult beverages, and customers would need to join the Starbucks rewards program to participate in the

Starbuck adult beverage program. The actual success of this program will need to go through a rigorous

test market, prior to a global launch. Product and service design refers to the entire process of

engineering a potential future product or service, including its form, fit, and function (Stevenson, 2018).

For Starbucks, these new drinks will be carefully selected by a test panel made up of mixologists and

consumers who will vote on the appropriate blended coffee drinks that can covert to adult beverages

for the test markets.

The idea for the adult beverages concept came to me when I was sitting at a breakfast café that offered

mimosas and an Irish coffee that consisted of combining coffee with Irish whiskey, brown sugar and

lightly whipped cream, served hot. The conceptualizing process is in which an idea is created, and the

target audience and potential demand is determined (Stevenson, 2018). My research has determined

that Starbucks does not have any plans that include introducing alcohol to the menu in the near future,

and that this would be a groundbreaking opportunity if properly executed. The summer 2019 drink

menu introduced a new Dragon Drink and brought back into circulation Caramel Ribbon Crunch

Frappuccino, Mocha Cookie Crumble Frappuccino, and S’mores Frappuccino. (Starbucks, 2019). The

concept for the drinks is fairly simple, selected brands of rum vodka and other spirts would be added to

blended coffee based drinks. The company would need to join forces with outside brand that are

suppliers of rum, vodka and gin. Once suppliers are selected, the drinks would be further developed

with a mixologist and test panel across various states. The testing phase would include feedback from

experienced bartenders and restaurants that would be able to offer the products in a controlled

environment where patrons can offer an unbiased opinion. This process will help us to better

understand what flavors go well with what type of coffee bean and roast.

In conclusion, Starbucks will need to solidify the plans for the new service prior to testing. After testing,

the company will launch the product into flagships stores designated as the test market. This action will

provide measurable data to the shareholders, and can further be used to change or improve the service

prior to releasing to the mass market and abroad. Starbucks’s will need to continuously update and

monitor the service in search of ways to expand and improve current menu items, as well as create new

drink concoctions . This process describes how Starbucks’s would pursue incorporating alcoholic

beverages into the current flagship stores.

Reference

Stevenson, W. J. (2018). Operations Management (13th ed.). Boston: McGraw-Hill.

https://stories.starbucks.com/press/2019/starbucks-new-summer-food-and-drink-menu-hits-stores-

nationwide-today/