scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 2,007
Coffee is at the heart of what we do Benne Peto HR director of Starbucks Starbucks is that rare business story a company that has single-handedly breathed new life in an old commodity and established a new killer category Starbucks was a first mover in a largely fragmented industry and its strategy of focused differentiation has put it well ahead of other consumer products coffee providers The companys stated objective is to establish Starbucks as the most recognized and respected brand of coffee in the world wwwstarbuckscom US DOMESTIC MARKET Coffee has become for Americans a very personal and highly distinctive consumption choice What once appeared to be simply an interesting niche within a tired margin-less industry has grown into a food service phenomenon rivaling the fast-food chains of the 1950s Starbucks and competitors have effected a wholesale change in consumption patterns and redefined consumer tastes Domestically Starbucks has quickly become a fixture in most large urban cities Despite recent years nearly store-a-day rate of opening Starbucks has not finished growing its North American base Its important to recognize that what we have built is one of the most powerful consumer brands in North America- Starbucks Chairman and CEO Howard Shultz in an interview with Nations Restaurant News NY Times Jan 16 2004 PRODUCT Twenty-five years ago few US consumers drank premium coffee concoctions like lattes Today millions do Its all part of a coffee-caf trend that Starbucks largely started Starbuckss main product is coffee and the category is high-end Java that simply tastes better Unlike other food products that have enjoyed a fast but relatively short-lived success coffee is a daily staple and it is addictive Starbucks sells premium coffee beverages and beans through company-owned and licensed retail outlets Through its retail outlets Starbucks also sells bakery goods confections and coffee equipment and merchandise PRICE The price doesnt seem to be an issue
@Kibin is a lifesaver for my essay right now!!
- Sandra Slivka, student @ UC Berkeley
Wow, this is the best essay help I've ever received!
- Camvu Pham, student @ U of M
If I'd known about @Kibin in college, I would have gotten much more sleep
- Jen Soust, alumni @ UCLA