Essay about Starbucks Case Analysis
Having been through the great expansion and the economic depression, Starbucks has become one of the most valuable brands in the world by its ability to immediately distinguish consumers’ needs and fulfill those needs with extraordinary services. In other words, Howard Schultz has made Starbucks the solution to consumers’ unsatisfied need, which gives the brand a strong positioning that not only benefits the company, but also creates customer value. However, as the rapid expansion goes on and growth opportunities emerge, Starbucks also runs the risk of attenuating its brand equity as a result.
In order to evaluate the acquisition of the coffee equipment company, a situation analysis is …show more content…
Starbucks should not only think about who are its most beneficial customers that fit its brand mantra, but also figure out whether it’s the tangible product or intangible service it is selling when evaluating the acquisition of the coffee equipment company. Drip coffee is a new category that Starbucks wants to enter in order to draw drip coffee drinkers and bring quality and aroma back to stores. Moreover, Clover machine was expected to help Starbucks differentiate from competitors and aid the brand association in customers’ mindset. However, in light of the experience of brand