Afterwards, a company determines profitability and its position in the market (see next chapter).
The brand Starbucks radiates a certain lifestyle – the environment of their coffeehouses, the Italian coffee names, the internationality, simplicity and closeness (“partners”). This is referred to as being “the third place”... displayed 300 characters
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This is referred to as being “the third place”. Hence, lifestyle is a big factor to consider in narrowing the target market.
Furthermore, to which occasions do people come to Starbucks? The following exhibit shows that a lot of people enter Starbucks only for a coffee-to-go (US). displayed next 300 characters
-Starbucks has a great deal of experience in the U.S., but does not know the international marketplace as well. There are many cultural differences in other countries that must be considered, such as the coffee drinking habits of other cultures, and also, customers did not like the flavor of Starbucks coffee as much as others...
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