Question

Starbucks' previous attempts to include food in its product offerings have met with mediocre results. Currently, only one-third of customers buy food products at Starbucks. How does using vertical integration increase Starbucks' financial risk by buying and operating its own bakery supplier?

a. Demand is predictable.
b. The bakery supplier will begin to take precedence over the development of its beverages.
c. Starbucks can establish market power in the bakery industry.
d. Demand is unpredictable.

Answer 1

d

Step-by-step explanation:

The correct answer is (d) Demand is unpredictable.

By using vertical integration to buy and operate its own bakery supplier, Starbucks increases its financial risk because demand for food products is unpredictable. Unlike coffee, which has a steady demand, food products can be more sensitive to changes in consumer preferences and trends. This means that if Starbucks invests heavily in its bakery supplier, it may not see a return on its investment if demand for food products declines or shifts towards a different type of cuisine.

Furthermore, by focusing on the development of its own bakery supplier, Starbucks may neglect the development of its core beverages, which could lead to a decline in its coffee business. While establishing market power in the bakery industry may be a potential benefit, it comes with the risk of diverting attention and resources away from Starbucks' core business, which may not be worth it if demand for food products remains low.