- Teaching Notes
This case study introduces Planet Bean as a coffee roasting company with three coffee houses in Guelph, Ontario. The company’s successful past can be attributed to its strong commitment to producing environmentally sustainable and socially conscious coffee. With increased competition from Starbucks and other operators, Byron Cunningham the company’s CEO is concerned that relying on this current brand proposition will not be enough to maintain their position in the market. Cunningham is worried that Starbucks reputation and ability to deliver quality service could become a competitive advantage if Planet Bean does not adapt to compete in this realm. Students are asked to analyze the context that Planet Bean operates in and produce a service strategy that will ensure the company’s continued success in the marketplace.