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Starbucks Essay

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Using Internet resources, identify the product attributes customers seek when buying hot coffee. (10 marks)
Customer tries to find reasonable price
Hint: You can classify most product attributes in terms of • price point • quality—conformance to specification (e.g., with hot coffee it might be the proper temperature, fresh, and free of foreign substances) • functionality—the elements customers value in a cup of coffee (e.g., taste, how it is served, store’s ambiance, the overall experience, selection).
Be sure to cite all references and information sources you use. • One of the important factor customers try to find hot coffee which is Costs Competitive while meeting the buyer needs and requirements. • •
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Some of their drinks under 200 calories etc. this is their way to attract health conscious customers.
At Starbucks you can choose whether to drink your coffee from a Starbucks mug or a paper cup, with or without its styrene cap. For those worried about the safety of styrene, a known carcinogen, Starbucks cups themselves are safe - but the cap is still made of this troubling material. But you can always choose to drink your coffee from the mug.
Starbucks is the leading retailer, roaster and brand of specialty coffee in the world,”
Starbucks is known for its innovation and strong product differentiation within its industry. establishing relationships with well-known third parties that share their values and commitment to quality, Starbucks is able to reach customers where they work, shop, and travel,”
One of the main reasons Starbucks is so successful in the flattening global economy is because they focus on quality and experience rather than the price
. Starbucks, the industry leader has built an image around taking considerable shares of the competition, by establishing reliability with suppliers.
. Each store delivers a unique experience, particular to each city’s culture
Using the data in the Starbucks case, prepare a BCG growth matrix for Starbucks. Be sure you consider the Starbucks company as a whole; do not confine your analysis to the hot coffee business.
Customers are able to socialize, read, study or enjoy music while drinking
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