STARBUCKS COFFEE CO
This is the first 1,000 characters of 432 words (1.73 pages) in the essay titled STARBUCKS COFFEE CO
|STARBUCKS COFFEE CO
Starbucks Coffee Co. changed the concept consumers had about drinking coffee. With more than 1000 outlets across the USA (1997 numbers) and the intention of doubling that over the next 3 years and considering international expansion, the company has transformed a simple beverage into a lifestyle accessory with as much elegance as the latest fashion. The Seattle based chainís success over the past 25 years has a lot to do with the quality of the product, which has attracted a loyal and growing following among consumers.
The retail strategy has been to put a coffee shop on every corner and to make fresh-brewed coffee by selling only the highest-quality products and charging a premium price. However, the product mix has changed significantly over the years, with beans accounting for about 15% of the chainís sales. Meanwhile, Starbucks is expanding its offerings, with a line of ice cream for supermarkets and a joint venture with Pepsi Cola to market Frappuccino.
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