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Essay

Consumer Behavior of Starbucks

Essay specific features

 

Issue:

Business

 

Written by:

Jessie S

 

Date added:

May 3, 2015

 

Level:

University

 

Grade:

A

 

No of pages / words:

10 / 2799

 

Was viewed:

2531 times

 

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Essay content:

The cold weather and thirsty Seattle community seemed to be a perfect match for this endeavor. Starbucks caught on and, in less than a decade, became Washington's largest coffee roaster. In 1982, Starbucks coffee changed forever. While traveling in Milan, Italy, head of marketing Howard Schultz was intrigued by the coffee shop atmosphere ? patrons sitting, relaxing and chatting over cafe latte...
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Wanting to incorporate what he had experienced into Starbucks, Schultz brought the idea home. Starbucks owners balked at the change, so Schultz opened his own coffee shop, IL Giornale ? nearly an overnight success. In 1987, Schultz purchased Starbucks for $3.8 million. Today, Starbucks has approximately 12,440 locations, consisting of 8,836 stores in the U...
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