Starbucks Case
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Title: Starbucks Case

Essay Details:

Subject: Business
Author: Greg F
Date: August 29, 2016
Level: University
Grade: A
Length: 3 / 606

Essay text:

Entered in the retail market – JV with PEPSI. New customers wer no longer connoisseurs, they were younger, poorer and less educated people. Mix of the sales shifted from coffee beans to brewed coffee, teas, food and coffee related products and merchandise. More availability for products – even drive thru Became a mass distribution brand for mass products and no longer a specialty coffee brand for high end customers. 4 – The high satisfied customer is the ideal one, he stays with Starbucks in average for 8,3 years, visit the store 7,2 times a month and spends US$ 4.42 each visit. It means that each customer values US$ 382/year or US$ 3170/customer, which means that losing a valuable customer, Starbucks is giving up US$ 3170...

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