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Starbucks Marketing

Use this folder to store Starbucks' marketing plans, product development, and competition.

Starbucks Competition: This file contains an overview of Starbucks' competitors in the coffee arena. It highlights the original objective of the company and then presents some of the strategies Starbucks will use going forward.
"Solving Starbucks' Problems": Postings from two former Starbucks marketers commenting on the points made by Schultz in his February 2007 email to top executives on what went wrong (see link under Starbucks Strategy) - good points from former insiders: 1. Loss of Coffee Theatre 2. Loss of Coffee Aroma 3. Loss of Store Soul 4. Lack of Merchandise Focus 5. Loss of Identity

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