[국제경영] Starbucks' Marketing Strategy Analysis

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목차

I . Preface
Ⅱ. About Starbucks
Ⅲ. Starbucks’ Strategy
Ⅳ.Conclusions

본문내용

The key to Starbucks success lies in the integration and interdependence of 4 A’s in the overall Starbucks’ business strategy: awareness could not have been created without high availability; affordability could not have been achieved without high acceptability. Fours A’s are synergistically integrated, feeding into each other.
However, tremendous recent growth brings out a concern about the unique Experience that Starbucks is supposed to provide. Overextended pursuit of growth jeopardizes the very mission of Starbucks: "To establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our compromising principles as we grow

참고 자료

www.starbucks.com
www.web.net/~rain/starbucks.htm
http://nostradamus-predictions.net/car-contract-hire-uk.htm
http://revbilly.com/docs/profile.pdf
http://www.free-essays.us/dbase/b1/iev209.shtml
http://www.lehigh.edu/~dpa2/Papers/eric.htm