scroll to top
Stuck on your essay?
Get ideas from this essay and see how your work stacks up
Word Count: 417
Starbucks Coffee Co changed the concept consumers had about drinking coffee With more than 1000 outlets across the USA 1997 numbers and the intention of doubling that over the next 3 years and considering international expansion the company has transformed a simple beverage into a lifestyle accessory with as much elegance as the latest fashion The Seattle based chains success over the past 25 years has a lot to do with the quality of the product which has attracted a loyal and growing following among consumersThe retail strategy has been to put a coffee shop on every corner and to make fresh-brewed coffee by selling only the highest-quality products and charging a premium price However the product mix has changed significantly over the years with beans accounting for about 15 of the chains sales Meanwhile Starbucks is expanding its offerings with a line of ice cream for supermarkets and a joint venture with Pepsi Cola to market FrappuccinoAt the same time the company continues to develop sales in alternative outlets including foodservice and non-traditional retail sites as United Airlines Holland America cruise line Seattle Kingdome an Alliance with Barnes Noble bookstores among othersAs mentioned above to keep the growing pace the company is considering expanding to international markets especially Japan and APAC countries Thats the main objective of this analysis The strategy to enter into International MarketsGENERAL ANALYSIS - The US coffee market is being considered saturated with bigger chains facing threatening competition among themselves and also from smaller coffee bars Also the increase of coffee costs led to lower margins intensifying competition in what has become a crowded market Recognizing this Starbucks has turned its attention to foreign markets for continued growth especially the Asia-Pacific Region It was also taken into consideration the potential of the Emerging markets mainly Japan as per their consumer income increasing and economy growing and another point is that the people in this country are open for western
@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