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Case Study - Starbucks

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Title: Case Study - Starbucks

Essay Details:

Subject: Business

Author: Steven J

Date: August 7, 2013

Level: University

Grade: A

Length: 4 / 1195

Essay text:

Starbucks’ image is one of the key elements to their success. The company has realized that people don’t only come for the coffee; they come for the atmosphere. People socialize, read, study, or just enjoy the music while drinking their coffee.” (Kembell, Hawks, Kembell, Perry, & Olsen, 2002) The Product The product strategy for Starbucks appears to be to position their coffee as the one people want by providing high end coffee, warm inviting locations and excellent customer service. “But the essence of Starbucks is not about the coffee, although it’s great coffee. It’s about the coffee-drinking and the coffeehouse experience,” says Hayes Roth, vice president of marketing at Landor Associates, a consultancy that has advised Starbucks on branding strategy...

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