Starbucks Collaboration

In the beginning, Starbucks founders believed that coffee was much more than what Folgers and Maxwell house had to offer (Ferrell & Hartline, 2014). They felt the brands were too bland and that they needed to educate consumers about the rich brands of European style coffee. This basic branding decision was to enhance self-image carrying a status of being prestige and high quality that they communicated highly to consumers. While building their reputation, Starbucks only sold their coffee offerings in one of their own stores. The focus on quality of the product could not be compromised by selling it through a third party as coffee is a perishable item and they could not guarantee the freshness if it was not handled personally. Starbucks …show more content…
Barnes and Nobles has a coffee shop where the average student can come in, have coffee, log into the WIFI and complete their study in a quiet and convenient location while also having access to research materials. Evolving Starbucks offerings at certain stores will expand their current target market.
In addition, as Starbucks expand they should focus on cultural differences and their target market. According to Talpau, 85% of European consumers prefer to enjoy their coffee in a coffee house where 86% of US consumers prefer to have their coffee on the go (Talpau & Boscor, 2011). This may deal with the busy lifestyles of US consumers but it is important for Starbucks to ensure that they are meeting all consumer needs for the business.
Long-term plans would include studying the consistent evolution of meeting consumer needs and desires. As the years pass and technology changes or health concerns increase, the desire of the consumer will also change. Staying ahead by attending trade shows, getting involved in the communities, adhering to comment cards left by consumers will ensure that Starbucks will meet the consumers’ needs and