Starbucks is worried about their future. They are debating about what direction to go in:

Proposal $1$: Expand the beverage choices to include choices that are rising in popularity, such as fruity coffees. People don$’$t realize that after Brazil, Vietnam is the second largest producer of coffee.

Proposal $2$: Start major ad campaigns and raise the visibility of the brand. Create a Coffee Day and give discounts.

The projected financial return is about the same.

Using the three pillar approach, analyze the two proposals and make a choice. Which proposal would you pick and why?