Starbucks, Mcdonalds And Marketing Strategy
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Title: Starbucks, Mcdonalds And Marketing Strategy

Essay Details:

Subject: Book Reports
Author: Lillian S
Date: September 28, 2014
Level: University
Grade: B
Length: 2 / 411

Essay text:

Starbucks on the other hand stands for coffee, and coffee is great in the morning or an afternoon pick-me-up for some consumers, but one hardly makes a quick leap from coffee to evening snacks or lunch fare. Process changes in converting ovens and hot plates from grilling sausage patties to grilling burgers is far more straight forward than introducing ovens that cook lunch but that preserve the aroma of coffee in a store. McDonalds faces less risk in the strategy than Starbucks. From a Marketing standpoint McDonalds is a winner too given that it positioning does not change: it is still a purveyor of fast food, whereas Starbucks incurs the risk of “getting stuck in the middle”: it does not want to be viewed as a QSR and yet it wants to compete in that space...

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