Key Success Factors for Starbucks Corporation Essays

984 Words Oct 26th, 2011 4 Pages

1.0 Introduction.

Cole Ehmke (n.d.) described competitive advantage as that which gives an edge to a business over what the competition can offer. It helps to provide the reason why a customer chooses to purchase from a business instead of the competition.

In the light of the above, an attempt will be made to highlight some of the key success factors that have given Starbucks Corporation an edge over others in the coffee sales industry. The writer will like to emphasize that the information on Starbucks Corporation was retrieved from a secondary source and not that the writer has had any physical contact with this organization. Nonetheless, this does not take away anything from the
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By 1996, Starbucks launched two mini-store formats namely Brevebar, which can be regarded as a store within a store meant for supermarket or office building and Doppio which can be moved from one point to another. All this helped to increase the acceptance and popularity of the Starbucks brand. 4.0 Product Development
Slack & Lewis (2008, pp. 196 – 198) offered that for businesses to remain significant in today’s world and have competitive advantage, they have to introduce new products and services in order to meet the constantly changing demands of the market. The management of Starbucks borrowed a leaf from this and fully implemented this in their products line.
Starbucks started out with regular and decaffeinated coffee beverages and a broad range of Italian-styled espresso drinks. In addition, customers were at liberty to choose from a large range of freshly roasted whole-bean coffees.
By 1997, Starbucks introduced its Barista home espresso machine and power Frappuccino beverage which was rich in protein, carbohydrate and vitamins. Later on the company introduced special jazz and blues CD in response to customers demand and the success of the sale of the CD lead to the birth of Starbucks CDs.
Also Starbucks decided to produce a bottled version of Frappuccino in 1995 and sell as cold coffee drink in a joint effort with Pepsi. By the time this cold coffee drink was launched, the response of the market was

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