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Essay

Marketing Mix And Starbucks

Essay specific features

 

Issue:

Social Issues

 

Written by:

Rosamaria J

 

Date added:

July 25, 2013

 

Level:

University

 

Grade:

A

 

No of pages / words:

2 / 305

 

Was viewed:

8884 times

 

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Essay content:

In opening coffeehouses abroad, Starbucks established joint ventures, selecting local business partners to help recruit talented individuals, set up supplier relationships, and understand market conditions. Attributes of each partner include shared values and corporate culture, strong retail experience, dedicated human resources, commitment to customer service, creativity, local knowledge, brand building skills, and strong financial resources (8)...
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The chosen partner is granted the right to develop and operate coffeehouses throughout a defined region. Asia was targeted first. By choosing a region in which there was not a strong base of coffee drinkers, Starbucks had a first-mover advantage and the opportunity to create a new perception of coffee, as it had in the United States...
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