StudentShare solutions
Got a tricky question? Receive an answer from students like you! Try us!

Essay example - This assignment involves researching the Starbucks Coffee Company (UK) Ltd (Starbucks) and its role in the COFFEE AND SANDWICH SHOP INDUSTRY in the UK.

Only on StudentShare
Pages 10 (2510 words)
Starbucks is a leading coffee retailer and sandwich industry leader operating of the global scale. In the UK, Starbucks obtains a competitive and leadership position competing with such companies as McDonald's and Dunkin' Donuts, Costa Coffee and Caff Nero…

Extract of sample

In the UK, Starbucks obtains a leadership position in the coffee and sandwich industry in the UK creating a unique value propositions and unique brand image. "According to the retail analyst Euromonitor, the company has a 16.7 per cent market share, one per cent ahead of Costa Coffee" (Hickman 2008). In spite of recent decline, the Starbuck's managing director in the UK admits: ""We have seen steady consumer-led growth in the UK market and we remain excited by the opportunities presented by [it]," Mr Broad said. "International markets as a whole continue to be a growth engine for the company." (Walsh 2008). For Starbucks, brand positioning serves to make competitors' attractive brands seem deficient. This goal is achieved by introducing a new benefit to the category. Starbucks' positioning of coffee as a destination rather than a product made other coffees seem ordinary and unexciting. Alternatively, introducing a comprehensive position might make less complete offerings seem deficient (Baye 2002). Starbucks, Tte biggest player in Britain's 900m-a-year coffee shop industry offers blander drinks than its competitors Costa Coffee and Caff Nero and is costlier than most rivals, testers for the consumer group" (Hickman 2008). In the UK, Starbucks has built a powerful experiential brand. Starbucks stores are much more than a place to purchase a jolt of java. ...
Download paper
Not exactly what you need?

Related papers

Starbucks Coffee Shop
The Starbucks brand has been known not only for its coffee and food, but mostly for being one of the companies which incorporates customer service as part of its brand proposition. Over the years, Starbucks has positioned itself as the third place, next to home, and office or school. This so-called Starbucks experience embodies the intangible aspect of the store's brand offer.…
10 pages (2510 words)
Effective Leadership and Management of Starbucks UK
According to chairman of the board, Howard Schultz, "You get more than the finest coffee when you visit a Starbucks-you get great people, first-rate music and a comfortable, upbeat meeting place." This is what the company calls "the Starbucks experience."…
11 pages (2761 words)
Entry Strategies of Starbucks in China and UK
It is the 5th most widely traded commodity in the world and millions of people depend directly or indirectly on the production and sale of coffee for their income. The US coffee shop industry includes about 20,000 stores with combined annual revenue of about $11 billion. The industry is highly concentrated: the top 50 companies generate more than 70 percent of industry sales.…
8 pages (2008 words)
$1 Coffee at Starbucks: An Economic Commentary
Through the use of marketing techniques, Starbucks is able to capture the upscale market and sell a cup of coffee for a high price of $2 or more. Marketing has been an important tool for the business organization as it mainly draws customers through its image of conveying the "Starbucks experience" (Kotler and Armstrong 318). For this giant, coffee is not the main product but only a component of…
3 pages (753 words)
Starbucks - traditional coffee market
These products are marketed through retail stores. It also markets coffee and tea products through other channels of distribution.…
12 pages (3012 words)
Coffee Industry
So this is going to involve microeconomics as well, the concept of demand and supply is also included.…
5 pages (1255 words)