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Essay / Research Paper Abstract
This 15-page paper is a strategic analysis for a new Starbucks concept entitled On-The-Go. The discussion includes the need for the program, the target market, and promotion. Bibliography lists 5 sources.
Page Count:
15 pages (~225 words per page)
File: D0_MTstartogo.rtf
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Unformatted sample text from the term paper:
cappuccinos, and the friendly, enthusiastic chatter of the baristas and their helpers. Also part of the Starbucks experience is the cozy coffee-shop feeling, the stuffed chairs, the tables where computers
are set up and the music filtering down from speakers strategically placed around the shop. Its safe to say that Starbucks, despite
its many critics, has changed how America views coffee. Before Starbucks burst onto the scene, coffee houses were scruffy places where fringe types hung out and read weird poetry to
one another. And coffee was - well, coffee. These days, however, Starbucks can be found everywhere (even overseas). Furthermore, its coffee-house ambiance
and specialty drinks have provided a safe haven for adults who simply want to get away, who want a few minutes alone with a cup of premium roasted coffee.
Now its time to take the coffee to those at the office. While many people pick up a cup of Starbucks on their
way to work, employees at urban office centers or on corporate campuses may not have that luxury. To try to remedy that, were introducing an innovative concept dubbed Starbucks On-The-Go.
The On-The-Go concept will be set up in the lobby of office buildings (or the main building of a corporate campus) - and it will have, as its goal, service
of the employees who work in the particular buildings, or on the particular corporate campuses. As with any innovation, this will require
some planning and thought. The purpose of this paper is to provide an overview of the strategic plan that will help introduce On-The-Go to the market, and will hopefully help
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