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Submitted by sunnyday77 on June 30, 2006
Category: Business
Words: 1050 | Pages: 5
Views: 214
Popularity Rank: 35,870
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Introduction
In this day and age with so many different varieties and types of products I have remained loyal to one: Starbucks. I am going to discuss how I became loyal to this brand and what keeps me loyal today. In a timeline format I will explain the strategies Starbucks has undertaken to maintain and extend its product and appeal to the consumer. I will also explain in my conclusion how the research I have done on Starbucks has helped me understand better why I am loyal to this brand.
Loyalty to Starbucks
When I started enjoying drinking coffee I was 18 years old. I had just graduated high school and was working in the electrical construction field. I would order a coffee from Dunkin Donuts every morning to give me that little boost of energy before work. Dunkin Donuts was the only coffee place round the area I worked in. Ten years later I noticed a new coffee house in the area which was called Starbucks so I decided to go inside and give them a try. When I walked in they had music playing, everything was organized and clean. They had sofas where u could sit down and relax and drink your coffee and read the newspaper, magazines or just sit and talk to friends. The employees that worked for Starbucks where so knowledgeable about the coffee making process and so dedicated to their job, this was a huge selling point for me.
Starbucks has so many different types of coffee drinks they offer to their customers such as Lattes, Frappuccino, Espressos, dark roast blends, multi region blends, and blends from Latin America, Africa, Arabia, Asia and the Pacific. Not only does Starbucks offer coffee and drinks but they also offer a variety of pastries and confections, and coffee related accessories or equipment primarily through their company-operated retail stores. Starbucks has a very informative website that explains about their coffees, retail stores and all the new information and news about their new coffee being introduced...
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