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Essay's paper info
| Topic: |
Business
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| Number of pages / Number of words: |
4 / 929 |
Essay's paper body
In 2002 Starbucks drivers of growth were retail expansion and innovation. Their aggressive approach to expansion proved to be beneficial as 77% of Starbucks customers rated convenient as being highly important in creating customer satisfaction; however, innovative beverages was only rated important by 17% of Starbucks customers...
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This further shows that Starbucks is focusing on the wrong drivers. The improvements Starbucks should make need to be attractive to the new customer whilr maintaining/improving upon the characteristics that the established customer base loves.
Starbucks is known as one of the world’s most effective marketing organizations; however, they have no formal marketing group...
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