First Case Analysis: Startbucks
Question 1: What is Startbucks' product?
With its humble roots firmly planted in Seattle, Washington, this little coffee shop has turned from a novel idea, into a veritable necessity for Americans on the go. Starbucks has made a name for itself making and selling coffee and specialty coffee drinks. It has made its biggest impression by becoming the espresso expert and public educator of how to make the perfect espresso. In addition, Starbucks has expanded its product line to include packaged and prepared tea as to cater to additional consumers who may not be "coffee drinkers", also, flavored decaffeinated coffees, other specialty flavor drinks (i.e. Smoothies), and light lunches. However not only has the menu expanded, but also Starbucks has moved to expand internationally and pursue opportunities in to joint ventures with other corporations, such as Pepsi ? Cola, Kraft Food and others, which have grown to be successful.
Question 2: What changes in society have helped Startbucks be successful?
Currently, more and more consumers are growing more health conscious; people are cutting back on their consumption of caffeine intake. However, there has not been a noticeable rise in decaffeinated coffee consumption. Coffee beans prices are expected to rise due to the low supply. The end result, higher cost affects the markets and can heighten competition. However, Starbucks major competitors are regional coffee houses. The trend in our society has become more fast pace and on the move. With the decline of the traditional family, the country's culture has become one of convenience. Society wants more drive-thru restaurants, banks, and drycleaners, and Starbucks capitalized on it. They introduced bottled coffee drinks ...