Since learning about the importance of identifying points of difference and points of parity in class, as well as understanding the significance these points hold in the introduction of a new service or good, I have come across an interesting article on Starbucks that relates directly to our class discussion

As stated in CNW’s article, Starbucks has taken measures to increase its points of difference in hopes of setting itself apart from other coffee companies in Canada.

Customer demand for Fairtrade certified coffee has been noted the strongest in college and university campuses in Canada.  Starbucks Canada has decided to take this as an opportunity to add to its POD.  As of spring 2015, Starbucks will be offering Fairtrade certified espresso exclusively at participating Starbucks campus stores in Canada.

In addition to creating a new POD, Starbucks’ plan will significantly contribute to the company’s value propositions and target a new customer segment.

Provided Starbucks has done its research correctly, I predict UBC’s already long lines at Starbucks to lengthen tremendously.

For more information on Starbucks’ ethical resource practices, click here.

Sources:

http://www.starbucks.ca/responsibility/sourcing

http://www.newswire.ca/en/story/1421352/starbucks-set-to-further-accelerate-growth-at-college-and-university-campuses-with-fairtrade-espresso-offering