Marketing Analysis : The Coffee Industry

1370 Words Jan 12th, 2016 6 Pages
Coffee has been a subject of research in recent times given the evolving number of alternative beverages that are there in the market today. As history suggest, coffee was first discovered in Africa as a hot beverage in the 11th century and since then it has become the preferred beverage of choice for many. As such, it has become a global industry that provides massive employment to millions of people worldwide. In fact, if the recent statistics of more than 400 billion cups being consumed globally are anything to go by, then coffee can be rated among the most popular beverages globally (Simon 2009). It is because of this demand that saw the formation of a major corporation in the coffee industry. Such corporations are inclusive of Starbucks, which were formulated under the guidance and direction of Howard Schultz in the year 1985.Under his leadership; Starbuck has grown into a multimillion dollar business. According to Simon 2009, Starbucks purchases, roasts and sells high-quality whole bean coffees through traders operated retail stores that are established in major places of the world. In addition to this, Starbucks is also engaged in the sale of free coffees, Italian-style espresso drinks, chilled and blended beverages as well as other food items (Simon 2009). Additionally, Starbucks is also involved in making its product mix with other companies such as Teavana, Tazo, and Seattle’s Best Coffee, Starbucks VIA amongst other well-known companies. However, of rate the…
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