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Number One Position of Starbucks - Case Study Example

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This paper “Number One Position of Starbucks” provides an overview of different decisions taken by Starbucks regarding its target market, products, price, promotion, distribution, and service. Starbucks' target customers are those people who want to have a cup of premium quality coffee…
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Number One Position of Starbucks
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Download file to see previous pages Starbucks target young and middle-aged people whose income level falls in the high and middle level and most importantly who want to enjoy a cup of premium quality coffee in the process of taking a break from day to day activities. Starbucks target customers are found to be those who want to have a social gathering in such a place which would be casual but luxury and where they would have special quality coffee and other bakery products. Starbucks positioned itself as a high-quality coffee provider in the mind and heart of its target customers. Apart from premium quality coffee, Starbucks is also renowned for providing an attractive in-store atmosphere which is just perfect for any young or middle-aged person who is tired in his day to day activities and wants to spend some quality leisure time (Thomas, 1995). Starbucks wants to be the ‘third place’ (after the home and workplace) for each and every American. In the positioning map, Starbucks is placed at the upper right position. Starbucks has been successful to make coffee an integral part of daily life of every American. Starbucks redefined the experience of drinking coffee. In the positioning map given below position of Starbucks is very good. It is quite clear from the positioning map that in Starbucks environment is the second best thing after coffee that customer get although the range of choice of products is quite limited because in Starbucks can only have coffee or other bakery products.   ...Download file to see next pagesRead More
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