Peer Review

Why Starbucks failed in Australia

Material Detail page

Reviewed:: May 12, 2022 by Business

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Ratings

Overall Rating:

Content Quality:

Effectiveness:

Ease of Use:

Overview:

Starbucks can be found all over the world, from Shanghai to Guantanamo Bay. But there is one continent that was uninterested in the coffee giant. Australians largely rejected Starbucks' attempted takeover, which led to an embarrassing retreat for the brand. CNBC explains what went wrong. This is a TED-Ed presentation that includes a video, a quiz, and links to other resources such as guided discussions.

Type of Material:

Presentation

Recommended Uses:

In-class
Homework
Individual
Discussion forum in online class

Technical Requirements:

Chrome, Edge

Identify Major Learning Goals:

*Explain why Starbucks was not successful in Australia

*Identify the changes Starbucks will make as it moves into Italy

*Compare and contrast the coffee culture in the USA and Australia

Target Student Population:

Marketing - classes for majors
Marketing - entry level courses

Prerequisite Knowledge or Skills:

A basic understanding of how companies determine their market before entering a new market

Content Quality

Rating:

Strengths:

*Upon clicking on the link, the video appeared. Once the video was complete, the quiz appeared.

*Video was an appropriate length

*Quiz questions were in line with the course material

* Content is complete and comprehensive.

*Historial and contemporary explanations are provided related to the content.

*Video is less than 10 minutes helping to keep the learner's attention.

Concerns:

*Additional types of questions may be helpful for different learning styles

Potential Effectiveness as a Teaching Tool

Rating:

Strengths:

*Easy tool to use in the classroom or for students to use on their own

*Material provides a real-world example of a marketing strategy that wasn't perfect

*Material offers an opportunity for students to share their thougths and ideas to what worked and what needed improvement

*The learning goal is easy to identify and is achievable by the end of the content lesson.

*The video discusses perspectives from multiple time periods and brings in 3 different cultural contexts to explain why Starbucks was successful in one consumer market and unsuccessful in another.

*This video can be used in multiple classroom contexts.

Concerns:

*Unable to find specific learning outcomes

*Nothing directed the student to take the quiz after the video; student may have closed the link afther the video ended if didn't know about the quiz

Ease of Use for Both Students and Faculty

Rating:

Strengths:

*Video started once the link opened

*Both the video and quiz were in working order

*Video was appealing and not too long

Video plays all the way through without ad interruptions.

Concerns:

*The ads may not appeal to everyone.

*The quiz and extra content was not obvious following the video. There is no prompt to take a quiz or engage in a discussion.

Other Issues and Comments:: *This presentation/assignment is a great way to provide a real-world example that most students will recognize to reinforce the concept of a company's market and importance of a marketing analysis prior to opening a new business.
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