Professional Documents
Culture Documents
Starbucks
Starbucks
Starbucks
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'. :·less.affilrent.cC?·hsum~rs Who nO'W7 with a worseningeconorrrv : .are ..spendmg .less rnaklng .Starbucks more vulnerable .•. economic :tluctUations.
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IIIII Blb.llography ..•. ;.., ".:":..::.,\:.;.;!~:.:.,.: •.•.......•. '.•.....•.. .: . H;';'.'.>' Au str a IAs ian ·5pee ia Ity Coffee As 5 o'cl ~~t~ on ··{2·'OJD1?·L-~ .;)4-[;Js.~t9licitlf:ij'ffl;.(i,:. \.: <
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counter-messages were. corning from those . who saw. mstarbucks a 'brand butlv' riding rough shod' over 'the nuanced tastes and .preferences of local cultures (Klein, ·2000; Oark 2008). In other words, a range of strong contrary. messages was underrntning Starbucks' own very limited .corrlm,·uritcatio·n·s.: . . .'.. :.:. he question that also must be asked is: Was starbucks' ~T ··.p~usjti.~·ss·-r-nod·e'.·su:stai·n,able the medium term'? Its product in · H.f:l.e·.js J)rim'~rilY'lfmited to coffee, Occasionally a new product "ld:ea .\lytlf ':b~< developed, 'such ',as '~:he frappuccino, but these: :tend tdhavefimited product lifecycles and/or are seasonal. J::or. ex,atn.p.l~r'tnefrappuccino hastradittonally made up .15 per cent of: (sumrner: sales.but recently sales have been down, suggestin~ that customers are already bored with it (Kiviat ..2:0~O.8)~: :'·.Fu:rtbf;rmore; in the instance where other products ·were offered, people failed to purchase them as they only ·reallyassodateStarbucks with coffee and generally seek food ;.·elsewh:~.r~e. h'.i.s is .a very' different model from The Coffee T
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Australian :Bureau of Statistjc~ (200S),cate$i R~sftlUr:()~t$aricJ-({~;t~l.lb~: Services, Australia, Report8655.0for 2006·,()"i. :...•... •...•;.•... ., : ....•... ::.: : , Bawden, T. (2008),'Starbucks reports fjrst,bs~,in:16years'.: Tim~s' +:·· . . Online, 31 July, available at <http://buSiRess.tl~es6nline." ·::.H..: co. u k/tci/ousincss/ indlJstry _sectors/dOnsum ecgoods/: .. :;,: : ', articl~44363·98.:·ec~e>;'aCces,sed lS :A·Ug·.U·St:·2··00·8 -.'·~~::'.:':"':",.::" ':.,. ': :-:.... , . " :~: . :':(~.~~.:~
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,,}3BCNew?,.'.: ..': . 14 February,available at <http://riews.bbc.co.uk/2/hV········ .. .:, ..•::.. _ business/4712012.stm>, accessed 29 August: 2008:;" .•: "",~ Browning. E, (2008J, 'Starbucks,hope's gJOwthabro~tl:wills~ve'its; ,:: . bottom line' , ABC News,31 JLily,availabie'at~http:tl.ilbcrie,w~{:~·,·;, go.com/print?id=5487961 >,(Kc~.s·sed29 A8gUSt,Z008>.<:; :,.:".:, Burritt, C. (2007), 'McDonald's chall~rlges~tarbi:Jt:kswJthcheaper>,' . lattes', Bloomberg, 11· Sept~mber, avauabl:e.at~http~!twww;:,'>.·:" bloomberg.com;;:ippS!news?pid~2067QOOl&refer.;$,sid ,~!'"..~:?' ..' . a08JuUP7 J6RY>, accessed29 August2008; ,.:'>:, "". ' .. ,,?::/>:,. Cebrzynski, G. (2008), 'Starbucks-dorn inatedcate'gdry:wakes:'up,a'nCf '(. smells McD'sespressorollbut': Nqtion'sRest:ouranf/Vle:WSi42f3{ (, ... pp.' 1- 6·. '. '. . . " ; .. . .' :'. ...... ;;' ..:: :' ~.~ " .? ..';, , ::'
BBe News (2006), 'Chinacehtral toSt?rbuck$g-rQwth'
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Charles, E.(2007), 'In the trenches:coffee;,··'n pp. 28-31~.· . '. . . .' .. '.':'_':':'
Clark, N. (200~), 'Starbucks: . 2 Apni, . '. ':'
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Coleman-Lochner, L.and Stanford, D. D;(2.00S},'StarbdcKsrepo'tt{'.<·· . . first loss since 1992, predictsslowergrowth;i ~ Bt6onibe-r.'gr;30july,: ~~~ ...
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