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Title: Starbucks

Essay Details:

Subject: Miscellaneous
Author: Betty C
Date: July 27, 2014
Level: University
Grade: B
Length: 3 / 662

Essay text:

It had successfully established itself to an extent as the "Third place" for its customers. An important aspect that contributed to its success then was that it was the first one of its kind and was upscale. Consumers spent time at the store and also were ready to pay more for good quality coffee and service. As a result of its expansion, the customer base has increased and now includes a wide variety of consumers .The new kind of consumers have a brand loyalty of 25% against 44% of the established customers. The reasons for this are the change from a niche to the mass market, increase in the number of competitors and a change in lifestyle...

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