Making Starbucks Move

4 April 2015
An examination of the Starbucks Company, analyzing its business lows between seasons and a presentation of a business proposal to boost sales.

This paper presents a complete overview of the Starbucks Company and its franchise. It examines the highs and lows of the season trade and details a business proposal to remedy the slow period and to expand profit margins. It presents other marketing ideas and examines the cost benefits of each of these ideas for various departments in the company.
“Starbucks is one of the most popular franchises in America today. It has revolutionized the way individuals view coffee in America. Rather than white or black, Americans from coast to coast can sip espressos or dally over a half-caffeinated, half-decaffeinated lattes with 2% milk before they head to work in the morning. Rather than viewing coffee as a generic product, because of Starbucks, Americans now view the beverage as a luxury item that may possess various levels of quality.

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Even potential competitors have acknowledged this. Of “Peet’s Gourmet Coffee and Tea, Chris Mottern admits: The industry is in a period of abundance. He states that he credits Starbucks for raising awareness of high-end coffee and opening new avenues of distribution. Starbucks with their sales increases makes it easier for us and everyone else.? He also states that consumers have become more used to paying more money for a better tasting beverage specialty coffee sales will come to dominate the coffee sector, much like how mid-priced wines grew more popular than cheaper wines. (Peet’s Takes Out Elite Niche of High-End Coffee” Associated Press) Today, Starbucks has more than 5,000 stores worldwide. (“Starbucks to Open Coffee Shops in Puerto Rico” Associated Press)”

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