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Starbucks Coffee Company

Starbucks is the chief retailer for brand specialty coffee in the whole world. It has more than 7,500 shops allocated in Canada, the USA, Europe, Asia and the Middle East. Besides coffee drinks of high quality, Starbucks retails coffee drinks in bottles, such as Frappuccino and Starbucks DoubleShot. Starbucks revenue is growing yearly. It is opening about three shops daily. Starbucks can manage its profitable operations by having constant market development. It achieved this by financing via their cash flow instead of franchising, retailing stock or increasing their financial influence. Its strategy to profit is ?cover a territory utterly?. This strategy decreases delivery and management expenses, consumer lines at individual shops, and raises foot traffic for all the shops in a territory. All this gives Starbucks a competitive benefit.

Starbucks continues to grow and thus, it will collide with all kinds of new product markets, with new and demanding consumers for unique products. Starbucks has started its business by introducing a widening of the Frappuccino line produced for the non-coffee drinker. Appearing at the new market, Starbucks faces many problems such as competition to drink brand recognition of its products, promotion of its new product line. So, one can make the following conclusions:

- The new Frappuccino mixed drinks, also known as the Summer Drink tastes can help Starbucks in the developing non-coffee iced-drink market. Starbucks need to widen the product perception to keep the perceived high quality. Consumers of this product are sensitive to taste the quality of food product and nutritional components.

- With this new line widening, Starbucks will be facing many new contestants such as Jamba Juice, Orange Julius and other local non-coffee iced-drink companies. Special attention must be paid to reserving Brand equity for its primary product.

Starbucks strategy is the assumption of product by the non-coffee drinkers. That is why Starbucks started to introduce a wide line of product. Starbucks has repositioned the Frappuccino line for providing market development. This product involves three new flavors that are introduced during the summer months. They are: Double Chocolate Chip Cr?me, Vanilla Bean Cr?me, and Strawberries & Cr?me. While entering a new competitive market Starbucks has to compete to drink brand recognition of its primary products.

Nowadays Starbucks has a wide range of consumers involving people of different ethnicity and ages. This profit is owing to high quality drinks and friendly atmosphere with good music, comfortable seats and good service. This creates the ?Starbucks reputation? which consumers can relate to brand loyalty. In addition, Starbucks needs to take into account consumers? cultural likes and dislikes in all its places to keep its brand.

Starbucks develop new products for non-coffee drinkers in order to give further market development and be competitive. Starbucks attracts its present and new consumers not only with quality products but also with varieties flavors that consumers wish to taste. Two largest contestants of Starbucks are Dunkin? Donuts and Krispy Cr?me. They are national chains. These organizations use aggressive price-cutting, more than 20%, for their products. Other contestants are small local coffee houses and coffee brands, for example Tully?s and Pete?s Coffee. Their contestants for the new product line are Orange Julius, Jamba Juice, fast food chains such as McDonald?s and Burger King, and other small coffee alternative companies.

Not so long time ago Starbucks teamed up with the bank to propose the Starbucks Card Duetto Visa. This is a shop and traditional credit card. Starbucks has also produced a T-Mobile Hotspot service which permits the Starbucks consumer to have access to the Internet free of charge. Proposing more services like the Visa card, the Internet and customized CD will give more value to the Starbucks experience and have more consumers that will lead to higher benefits.

The article was produced by the writer of Essay-Paper.net. Olivia Hunt is a 4-years experienced freelance writer of Essay Writing. Contact her to get book report writing and custom term paper tips.

java coffee and tea Items For Viewing

Espresso (DECAF) - 8oz.

A house specialty coffee. Our espresso is a dark robust roast producing full body flavor with a pleasant aftertaste and aroma.

Price: 7.45

Rip Tide Raspberry (DECAF) - 8 oz.

Savor the divine convergence of rich coffee, creamy chocolate and sweet raspberries.

Price: 7.45

Coastal Costa Rica - 8 oz.

Complex, yet smooth coffee. A well balanced medium roast from the tarrazu region of Costa Rica that offers excellent body, complex taste and a smooth finish. A robust richness completes this perfectly relaxing roast.

Price: 6.95

Tropical Kiss - 8 oz.

Chocolate coffee with a smooch of coconut. Coupled with sweet chocolate and tropical coconut, cupid is sure to take aim at the coffee lover in you!

Price: 6.95

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