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Essay text:
The opening of a Starbucks, use to be the talk of the town or meant that the town had become worthy of a Seattle based company, but now a Startbucks is on almost every corner. Starbucks lost customers after an increase of 9 cents was levied on a cup of coffee, which caused some consumers to go to competitors, McDonalds and Dunkin Doughnuts. The cost of dairy and the lack of sales from breakfast sandwiches and salads have hurt margins for the coffee giant.
Managerial Decision
Howard D. Schultz is back at the helm of Starbucks in an effort to perk up and restore the company to its niche. Schultz wants to refocus on the customer experience to recapture the magic of the chain’s early years (Barbaro & Martin, 2008)...
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