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Title: Marketing Mix And Starbucks

Essay Details

Subject: Social Issues
Author: Joe F
Date: December 27, 2014
Grade: A
Length: 2 / 305
No of views: 0
Essay rating: good 0, average 0, bad 0 (total score: 0)

Essay text:

In opening coffeehouses abroad, Starbucks established joint ventures, selecting local business partners to help recruit talented individuals, set up supplier relationships, and understand market conditions. Attributes of each partner include shared values and corporate culture, strong retail experience, dedicated human resources, commitment to customer service, creativity, local knowledge, brand building skills, and strong financial resources (8)...

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The chosen partner is granted the right to develop and operate coffeehouses throughout a defined region. Asia was targeted first. By choosing a region in which there was not a strong base of coffee drinkers, Starbucks had a first-mover advantage and the opportunity to create a new perception of coffee, as it had in the United States...

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