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Essay text:
The study also describes the role the internet potentially can play in developing Starbucks as a global brand.
Background
In 1994 the growth rate in US domestic specialty coffee consumption was 15 percent per year, while the growth rate of the overall US domestic coffee market was essentially stable. Although there was no precise definition on the distinction between specialty and basic coffee, it was generally argued that specialty coffee was of a higher quality. The increase in specialty coffee consumption was believed to be the result of four consumer trends :
1) the adoption of a healthier lifestyle had led North Americans to replace alcohol with coffee;
2) coffee bars offered a place where people could meet;
3) people liked affordable luxuries and specialty coffee fit the bill; and
4) consumers were becoming more knowledgeable about coffee...
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