Description: Second Cup is facing increased competition from Starbucks, Tim Hortons and McDonald’s in the café market, and over the last few years has been losing market share. In an effort to regain their market share, Second Cup are rebranding their stores in Canada.

Source: CBC

Date: December 04, 2014

Video Link: http://www.cbc.ca/player/News/Business/ID/2625880352/

Questions for Discussion:

1. Discuss some of the turnaround strategies planned by Second Cup?
2. How will their new store layouts attract more customers?
3. Perform a SWOT analysis (strengths, weaknesses, opportunities and threats) analysis for Second Cup in Canada?
4. Will independent retailers be willing to spend large amount of money to rebrand their Second Cup stores?