Market Research Final Project : Starbucks Essay

Market Research Final Project : Starbucks Essay

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Market Research Final Project

No ifs and buts about it, Starbucks has turned a simple product like coffee into a lifestyle. Coffee used to be only drunk in the mornings for people to get caffeine but now people are drinking coffee all times of the day and Starbucks is a big reason why. Starbucks has turned coffee into an enjoyable experience that anyone can have at any time of the day. When you go into Starbucks it’s not just about coffee, it is about an experience. The Starbucks experience has helped Starbucks distinguish it’s self from stores like Dunkin Donuts and has help Starbucks grow from one store in Seattle, to one of the biggest companies in the world with more than 15,000 stores in 50 countries. However, Starbucks rise to the top didn’t just happen by luck; they did so through acquisitions, differentiation from its competitors, and by protecting the name it fought so hard to establish. This has helped Starbucks with their globalization.

The Starbucks experience has shown us that intellectual property rights are important to globalization. Now a days as of result of Starbucks, other companies have started to realize how important intellectual property rights is to their success. The globalization of intellectual property rights has helped Starbucks to protect itself internationally, where competitors in China have ripped off its name and practices, and has also affected how Starbucks does business, as in purchasing trademarked coffee from Ethiopia. As a result of Starbucks using intellectual protection laws the right way, Starbucks has been able to protect its brand and practices by preventing competitors from crossing the line in mimicking the coffee shop powerhouse. Starbucks goal is to inspire and nurture the hum...


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...ned more than 570 stores in 48 cities since it first entered China. The plan is for Starbucks to have open 1,500 stores by this year. Starbucks realized where they could be convenient to the Chinese at and that is being a place where people could meet with their friends while drinking their favorite beverages. This was something that the Chinese people had never seem before so Starbucks had created that demand. So now you can see a Starbucks store on every major street of the coastal cities in China. It is obvious the impact Starbucks has had on Chinese culture.

It is important to point out the fact this is something that didn’t happened over night. This requires long term patience. You have to take the time out to educate this new audience about your brand. You have to distinguish yourself and tell them what makes you different in order to gain customer loyalty.

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