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Essay / Research Paper Abstract
This 3-page paper discusses Starbucks' overall marketing processes and specifically, its entry into France. Bibliography lists 1 source.
Page Count:
3 pages (~225 words per page)
File: AS43_MTstarfran.doc
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Unformatted sample text from the term paper:
16,850 coffee shops in 40 countries (McLellan, 2011). Starbucks main target audience consists of mostly young, mostly affluent coffee drinkers living primarily in urban areas. The company positions itself not
as a coffee company, but rather, a company that serves people, who happen to drink coffee. Along those lines, the product isnt so
much the coffee, as much as its the ambiance of the Starbucks retail outlet. During the early 1980s, current CEO Howard Schultz traveled to Italy and, enamored with the coffee
bar concept there, encouraged the three original Starbucks founders to try it in the companys home town of Seattle (McLellan, 2011). Along
those lines, the pricing is somewhat high - the coffee drinker isnt just paying for premium coffee with a bunch of interesting flavors. Rather, he or she is paying for
outstanding service and, once again, the ambience. Even the individual who is taking out a cup of Starbucks is likely to be struck by the ambience, ranging from the friendly
barista who interacts with customers in a positive way, to the smell of fresh-ground coffee that seems to permeate the place. What about
distribution? During the 1990s and early 2000s, in the United States, the distribution plan was to saturate major cities with Starbucks outlets. Schwartzs goal was to ensure that no coffee
drinker travel more than a mile without tripping over a Starbucks store. Starbucks coffee also expanded into grocery stores and other retail outlets.
Finally, there was the promotional aspect. The companys logo underwent some seismic changes - but in this case, the distribution WAS the promotion. Anyone traveling to a major city would
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