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Essay / Research Paper Abstract
This 6-page paper discusses Starbucks Corp., its branding, and how it can improve on the marketing front. Bibliography lists 10 sources.
Page Count:
6 pages (~225 words per page)
File: AS43_MTbranstar.rtf
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Unformatted sample text from the term paper:
brand analysis on it. Because a brand has not been provided, well examine Starbucks Corp. Headquartered in Seattle, WA, Starbucks is best known for coffee. It sells coffee through its
more than 16,000 retail outlets worldwide, as well as through grocery stores and other food and beverage outlets (Bramhall, 2010). The company also owns Seattles Best Coffee and Torefazione Italia
coffee (Bramhall, 2010). Starbucks was launched in 1971 as a coffee retail shop in Seattle, but really didnt take off until Howard
Schultz, returning from a trip from Italy in in 1982, determined that ambience was more important than coffee (Lynn, 2008). As a result, he repackaged the idea and re-introduced the
coffee house to the American (and worlds) psyche. "Along the way," writes Lynn, "Starbucks turned itself into a cultural icon, inspiring admiration and contempt in equal measure" (p. 3).
Clark (2008) points out one reason for the ambivalence toward this brand is because consumers either love it or hate it. Furthermore, the
brand itself is more about coffee - in many cases, it represents the United States (as does McDonalds), and depending on how one feels about the U.S., this could be
a good or bad thing (Clark, 2008). Scholars are split on the key to Starbucks success. The product itself is okay, but
it doesnt explain why people like to go to a Starbucks retail outlet and hang out. Plog (2005) notes that one reason is because of the way in which Starbucks
subtly changes the lifestyles of its consumers by introducing the coffee house experience to them; a place where they can buy a cup of coffee (or tea) and take some
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