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1. How did Starbucks create its uniqueness in the first place? Starbucks Uniqueness Starbucks grew from a small business establishment to being one of the most successful Coffee Companies. It is the uniqueness of Starbucks that enabled it to be a successful company. This has created a sense of uniqueness among the customers. This is more surprising since the company hardly puts up billboards. Its uniqueness is attached to its services and products. There is the concept of perfect coffee cup which has always maintained. The company has demonstrated that quality is the most important factor to win customers. The company is also known for designing another third place where people can check in after work; relax with friends in a welcoming and friendly atmosphere. This is a very crucial unique idea that the company developed so as to attract customers. The company also explored the concept of customer satisfaction in order to be outstanding. It ensures the customers are satisfied by the “Starbucks coffee experience”. The company ensures that this experience is felt by the time a customer steps in its coffee store to the time of leaving . The company also created a new concept of a community around its brand. This creates a unique feeling to its customers since they are allowed to share their Starbuck experience online with the entire community on the website . The word of mouth strategy is one of the unique characters that the company adopted. This is a very difficult strategy for any business to adopt. In this strategy the company decided to adopt the word of mouth as a way of advertising. This has been a distinguishing character of this company with a policy that, “let the high quality of the products and services speak for themsel... ... middle of paper ... ...ney, How Starbucks lost its 'fidelity': In the trade-off between quality and convenience, the coffee juggernaut fell into the trap of becoming too familiar, ( viewed on 2/10/14 8. ForbesWhy Apple Is a Great Marketer, ( viewed on 2/10/14 9. Eisenhardt, Kathleen M.; Martin, Jeffrey A. (October 2000). “Dynamic Capabilities: What are they?”, 21 (10/11): 1105–1122. 10. 11. David J. Teece, Gary Pisano, and Amy Shuen (August 1997). “Dynamic Capabilties and Strategic Management”. Management Journal, 18 (7): 509–533. 12. Harvard Business Review: The True Measures of Success by Michael J. Mauboussin (, viewed on 2/10/14

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