Research Paper on:
Starbucks (Case Study Analysis)

Unformatted Sample Text from the Research Paper:
problem concerns which direction the industry giant should take presently. Will a mistake cost Starbucks future opportunities? Might the wrong move be detrimental for the company? The case study explains  the goal as being equality with "domestic and international retail markets, new specialty sales partners, penetration in the grocery channel and the future potential of its mail order business." One  concern of marketing goes to place. After all, Starbucks, as noted in the case study, relies on brand presence and atmosphere. Starbucks is a place more than it is a  product. Would marketing differently affect the brand? First, it should also be noted that the case study begins when the CEO of Starbucks happens upon a college coffee bar that  serves Starbucks and feels it is not up to snuff. Something like that, where an establishment is dirty or simply does not have the right atmosphere, can taint the brand  name. Brand presence and atmosphere looms large over this case. How can Starbucks expand without compromising quality? Of course, Starbucks could continue as it always has. After all, it is  doing well. Yet, in an analysis of the coffee industry, the case study conveys the idea that there is growth in the industry in general and Starbucks should do something  to compete. That said, Starbucks has a loyal following, but it is not every coffee drinker that likes the strong taste of their coffee. In fact, it has been observed  that Starbucks hardly competes with Dunkin Donuts, a brand that is known for coffee, because the flavors are that different. There are loyal Starbucks fans just as there are Dunkin  Donuts coffee drinkers, but they are not the same people. Therefore, in some way, attention to competition may not be successful. Still, Starbucks feels that it must do something to