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Essay / Research Paper Abstract
An 8 page paper discussing economic, social and technological forces affecting Starbucks' strategy, followed by a discussion of the firm's strategy at firm and business levels. Starbucks’ future seems to be assured, at least as long as it continues to focus attention on quality and personable service. Customers can find the opposite at any number of other outlets, and at much lower prices. Bibliography lists 3 sources.
Page Count:
8 pages (~225 words per page)
File: CC6_KSmgmtStarStrat.rtf
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Unformatted sample text from the term paper:
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. Several forces affect Starbucks and its industry. Those discussed here include economic, social and technological forces, followed by a
discussion of Starbucks firm-level strategy. Economic Forces It would seem that macroeconomic forces would affect Starbucks business in that its products are among
the most costly of the specialty coffee market. This appears not to be the case, and even more so since the company began placing stores in lower-income neighborhoods it
formerly rejected out of hand. Without question, Starbucks products are classified as "premium" in every sense of the word. The premium classification
is apparent in all respects, including price and quality. Other companies strive to promote their products as being "premium" grade in order to justify a higher price, but even
Starbucks customers classify the companys products in the same terms. As example, on the "South Side of Chicago, the upscale coffee house stands out among its neighbors" (Ball and
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