Starbucks Keeps It Brewing in China

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Assignment 1: Starbucks Keeps It Brewing In China
Shianne Dance Edwards
Strayer University Marketing 510
Professor Karen Mountain
January 20, 2013

How I love the smell of a fresh cup of Starbucks coffee to get the day started. As a coffee lover, I often venture to Starbucks to meet my caffeine needs. Starbucks began as a single storefront located in Seattle’s Pike Place Market. As of July 2012, the company has 17, 651 stores in 60 different countries around the world, with the mission to “inspire and nurture the human spirit – one cup, one person and one neighborhood at a time” (Starbucks, 2012). Enhancing the value of the company are the additional brands owned by Starbuck’s. They include Seattle’s Best
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Make recommendations about what Starbucks can do to successfully encourage greater coffee consumption. Starbucks may not be able to successfully change as many consumers over to drinking coffee as they may like. Starbucks may actually be in the process of converting their business to meet the demands of tea in China. Starbucks is also the owners of the Tazo brand that markets a variety of tea choices. Starbucks is planning to brand a Tazo store, mimicking that of the Starbucks chains that can be found on every corner in New York City. The signature feature of the 1,700-square-foot store will be its "blending stations," a showcase for 80 varieties of loose teas, where employees will guide customers through creating their own personalized blends. The loose teas will be sold by the ounce at prices comparable to specialty grocery stores. “In the Tazo café, customers ‘can slow down and learn about tea ... and can immerse themselves in a sensory-rich experience,’ Shafer said. ‘We 're creating a tea playground for customers that are looking for that experience.’" (Thau, 2012)
The café’s are said to specialize in handcrafted teas, bagged teas, and iced teas at a tea bar. There will also be a selection of pastries and treats, all well appreciated in the Asian culture (Best/Hawkins/Mothersbaugh, 2010). If
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