WEEK 5_INTERGRATIVE ASSIGNMENT_ HOANG KIM TO

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Webster University *

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5030

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Marketing

Date

Jan 9, 2024

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docx

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4

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Starbucks offers a wide range of coffee and tea beverages, including espresso drinks, brewed coffee, iced coffee and tea, and seasonal specialty drinks. They also have a selection of non- coffee beverages like hot chocolate and fruit juices. In addition to beverages, Starbucks also offers a variety of food items such as pastries, sandwiches, salads, and snacks. Starbucks also sells packaged coffee and tea that customers can purchase to brew at home. They offer a range of blends and flavors, as well as single-origin options. At Starbucks the core product is a hot or cold beverage, the tangible product is tea or coffee, the augmented product is the tangible good in combination with the personalized friendly service and the potential product could be the evolution of the product portfolio towards other beverages such as alcoholic drinks. Starbucks product management can further determine two product categories: durable (mugs and souvenir objects) and non-durable (beverages sold). Trademarks play an important role in the protection of the "Starbucks culture", due to the copyrights and registered trademarks all the beverage names, images, logos, slogans, or websites common to the company cannot be copied by anyone else (Starbucks, 2014). This protects the environment and culture the company has and allows them to maintain their competitive advantage. Starbucks has diversified its product portfolio to include a range of beverages, food items, merchandise, and even technology products. While they primarily operate in the food and beverage industry, they have expanded into other industries to enhance the customer experience and drive growth.
Table 1 List of Starbuck product mix Source: Global data and Starbucks website While Starbucks' product classes may not have direct linkages between their various product offerings but it could be considered such as: coffee expertise, shared branding, customer loyalty programs, and cross-promotions. Coffee expertise Starbucks' core product is coffee, and their expertise in sourcing, roasting, and brewing coffee is applicable across their entire product portfolio. This expertise helps ensure consistency and quality in their coffee beverages, packaged coffee, and ready-to-drink offerings.
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