STARBUCKS MARKET DEVELOPMENT
* Grow international sales volume by offering Starbucks product in grocery stores, business and other wholesale accounts.
Starbucks is the chief retailer for brand specialty coffee in the whole world. It has more than 7,500 shops allocated in Canada, the USA, Europe, Asia and the Middle East. Besides coffee drinks of high quality, Starbucks retails coffee drinks in bottles, such as Frappuccino and Starbucks DoubleShot. Starbucks revenue is growing yearly. It is opening about three shops daily. Starbucks can manage its profitable operations by having constant market development. It achieved this by financing via their cash flow instead of franchising, retailing stock or increasing their financial influence. Its strategy to profit is "cover a territory utterly". This strategy decreases delivery and management expenses, consumer lines at individual shops, and raises foot traffic for all the shops in a territory. All this gives Starbucks a competitive benefit.
* Offering bottled Frappuccino coffee drinks, Sturbucks DoubleShot coffe drink and line super premium ice cream in the international markets.
Starbucks continues to grow and thus, it will collide with all kinds of new product markets, with new and demanding consumers for unique products. Starbucks has started its business by introducing a widening of the Frappuccino line produced for the non-coffee drinker. Appearing at the new market, Starbucks faces many problems such as competition to drink brand recognition of its products, promotion of its new product line.
So, one can make the following conclusions:
- The new Frappuccino mixed drinks, also known as the Summer Drink tastes can help Starbucks in the developing non-coffee iced-drink market. Starbucks need to widen the product perception to keep the perceived high quality. Consumers of this product are sensitive to taste the quality of food product and nutritional components.
- With this new line...
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