Question
Starbucks is mostly known to be a retailer of coffee drinks that are brewed in-house using coffee beans and other equipment sourced in the market.
Starbucks is mostly known to be a retailer of coffee drinks that are brewed in-house using
coffee beans and other equipment sourced in the market. Starbucks is now considering
vertical and horizontal integration beyond coffee drinks retail. Using the theory of the optimal
boundary of the firm, discuss the make-or-buy decision as well as the scope for horizontal
integration and diversification of Starbucks. What stages of the vertical chain should it
consider conducting in-house? What other horizontal markets may it integrate into and why? (10 marks)
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