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Low Urgency/ Low Importance
- Increase dividend yield from 1% to 2% which is the more typical yield in the food industry sector
- Increase size of or seating in store since many are over packed and customers cannot enjoy the comfortable experience of Starbucks and thus are more likely to go to McDonalds for cheaper coffee
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Low Urgency/ High Importance
- Create a new marketing campaign in Canada-Starbucks mostly goes on word of mouth alone. Television advertisements about new products could introduce higher traffic and sales into their stores.
- Last major marketing campaign was for the Starbucks Double Shot Espresso done in 2006:
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High Urgency/ Low Importance
- Competition from McDonalds cheaper prices
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High Urgency/ High Importance
- Market more Arabic bean coffees since price is said to drop and other coffee beans are hitting a record high
- “The speculative premium on Arabica should decline in the fourth quarter, as the upcoming harvests in Colombia and Central America should reduce current supply bottlenecks in high-quality Arabica beans,” said Carsten Fritsch, an analyst at Commerzbank AG
- “Over the last six months, [there has been] a highly speculative green coffee market and dramatically increased commodity costs” said Starbucks president Howard Schultz
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