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Essay / Research Paper Abstract
This 3 page paper evaluates Starbucks. Concepts such as the product life cycle and marketing mix are discussed. Recommendations are made. Bibliography lists 3 sources.
Page Count:
3 pages (~225 words per page)
File: RT13_SA614Str.rtf
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Unformatted sample text from the term paper:
it seems, Starbucks is the brand that most people love. Of course, legend has it that if one puts a Dunkin Donuts next to a Starbucks they will not compete
because the coffee taste is so different. In fact, there is a very different taste. At the same time, brand loyalty is difficult in this day and age, particularly with
so much competition. How does Starbucks do it? In a nutshell, this company pays attention to marketing strategy. The product life cycle, for any product, is viewed as going through
the introduction phase, and then the growth period; the third and fourth phases are maturity and decline (Wang, Lee, Pipino & Strong, 1998). As far as Starbucks is concerned, if
one would have to choose where it fits, it seems to be in the maturity category. At least, its brand is well known. In fact, one can say that there
is a bit of over saturation. When one can purchase something in chic shops, as well as in Target stores, it is perhaps overexposed. That said, Starbucks uses techniques to
keep its coffee on top. Time pacing is one thing that Starbucks has done well. Time pacing is " a strategy for competing in fast-changing, unpredictable markets by scheduling
change at predictable time intervals" (Eisenhardt & Brown, 1998, p.59). Intel does this for example and approximately every nine months, the company adds a "new fabrication facility" to its ordinary
operation (Eisenhardt & Brown, 1998). Starbucks makes use of time pacing too (Eisenhardt & Brown, 1998). It seems that it does create new ways of doing things. It reinvents itself
by offering different types of beverages. Its high prices is ironically a part of its appeal as it is rather elitist. Every so often Starbucks will create new ways of
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