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| Topic: |
Business
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| Number of pages / Number of words: |
6 / 1613 |
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His success was mainly due to his interest in coffee culture and providing people with premium coffees. His long-term vision, which was to create a chain of coffeehouses, finally came to a reality. He wanted Americans to have a “third place†to relax and enjoy. This was a place that meant different things to different people...
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His brand image was to capture its “live coffee†mantra. Schultz wanted to keep the national coffee culture alive and by doing so, he wanted to create an experience around the consumption of coffee. Schultz also wanted to make coffee a daily beverage to everyone who enjoys coffee. The most compelling thing about Starbucks value proposition was that coffee could be bought by a local coffee shop or a doughnut shop for 50 cents and he was selling coffee that no one can pronounce in a paper cup for a dollar...
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