Starbucks Corporation

Paper Summary:

This paper explains that Starbucks Corporation's success can be measured not only by its economic picture but also by the cultural icon it has created and the popularity of its coffee. The author points out that, in addition to specializing in top-of-the line teas, roasted coffees and specialty drinks, Starbucks' products now are sold in its coffee bars and restaurants, grocery stores and many other retailers. The company has branched out to include selling books, music and novelty items branded with the Starbucks logo, such as automobile air fresheners made to look like a cup of its coffee. The paper claims that this product is really needed by the customer and could be used by the company to stimulate sales of their coffee and other seasonal drinks.

From the Paper:

"Customers who are already lovers of Starbucks products would be the primary target for this product. Because these customers already enjoy Starbucks beverages, the air fresheners would prompt these customers to buy more products. In addition, the scent could entice some new customers who ride in existing customers cars to give Starbucks a try. For a low price of $3 per air freshener, the company would make a large profit on the production cost of the freshener, in addition to increasing coffee sales."

Sample of Sources Used:

• "African Origins." Coffee. 2008. National Geographic Society. 25 May 2008. <http://www.nationalgeographic.com/coffee/ax/frame.html>.
• "The History of Branding." History of Starbucks. 2007. History of Branding. 25 May 2008. <http://www.historyofbranding.com/starbucks.html>.
• "Indicators of the Coffee Industry in Brazil." Statistics. 2008. Cafeicultura. 25 May 2008. <http://www.revistacafeicultura.com.br/index.php?tipo=ler&mat=15755>.
• International Coffee Organization. n.d. International Coffee Organization. 25 May 2008. <http://www.ico.org/index.asp>.
• Iwata, Edward. "Owner of small coffee ship takes on java titan Starbucks." 2006. USA Today. 25 May 2008. <http://www.usatoday.com/money/industries/food/2006-12-20-starbucks-usat_x.htm>,

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