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Essay / Research Paper Abstract
A 5 page paper presenting an external analysis of Starbuck’s, the leading specialty coffee retailer. The paper discusses economic, demographic, sociocultural, political-legal and technological environments as they apply to Starbuck’s, as well as providing information on the company’s leading competitors. Bibliography lists 5 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSstarbucks5.rtf
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Unformatted sample text from the term paper:
Seattle, Starbucks Coffee is the leading specialty coffee retailer in America. Its presence is nearly ubiquitous in any area in which there is sufficient traffic to support the location.
It operates caf?s in malls, airports, office buildings, university libraries and hotels; customers can expect to find Starbucks kiosks at hospitals, smaller office buildings and other places lacking enough
traffic to support a full caf?. Shoppers can find Starbucks coffee in grocery stores, and an alliance with Dreyers has placed coffee ice cream there as well. An
alliance with Pepsi resulted in placing a cold bottled Frappuccino into grocery and convenience stores. With nearly 5,900 locations in addition to its
ancillary coffee-related businesses, Starbucks has been expanding internationally for some time. Its current focus is South America, the source of the beans that it buys and roasts itself. Starbucks
External Environment General Starbucks customers are dedicated to its products. They may buy scones, cakes or cookies to enjoy with their coffee,
but it is the coffee that retains the focus. Starbucks makes every cup fresh and in response to an order. Customers understand that they may have to wait
for their order, but the slight delay is acceptable because the product they receive is the freshest available. Starbucks does understand that not everyone is a committed coffee drinker,
and for those people it also offers a variety of hot and cold concoctions that those people can find enticing. Economic A large
cappuccino can cost as much as $6 depending on the local market and the specific sites location. Those on strict budgets may be repulsed by Starbucks prices, but others
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