Second Cup Coffee Case Study

2. How would you characterize Second Cup’s strategy? Do they articulate a commitment to social responsibility? If so, is it an important component of their competitive strategy? If not, should they? Explain.

Answer:

Second Cup’s strategy is to be differentiated from other coffee chains by being a high-end premium coffee producer with special attention to fair-trade practices. Second Cup’s philosophy conforms to their commitment to social responsibility. Their ‘Every Sip is Responsible’ slogan along with the multiple certifications and partnerships such as the Organic Crop Improvement Association, Rainforest Alliance Certification, Ethical Tea partnership and the likes (http://www.secondcup.com/our-philosophy) only go on to prove how environmentally and socially conscious Second Cup is. Their commitment to social responsibility programs is an integral part of their competitive strategy. Specially in this age, it triggers the consumer sector which is more concerned about the environment and willing to pay more for such premium products which support the cause.

3. Describe the key strategy implementation efforts at Second Cup. Has management allocated sufficient resources to the strategy execution effort? In your opinion, has management instituted policies and procedures that facilitate good strategy execution? Explain.

Answer:

Second Cup has seen their profits derailing since the past few years, they are trying to introduce new strategies to promote their brand and strengthen their position as the premium quality coffee producers. In 2014, they announced a new three-year strategic plan that included share offering by private placement to raise more funds for the company and will help in the fast renovation of company-owned cafés in prime locations. (www.prnewswire.com). Their strategy implementation efforts included, but not limited to:

- Strengthening their brand by being a market leader in providing high quality products, owing commitment...