Starbucks_Brand_Profile_Notes - Brand Profile, Starbucks...

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Brand Profile, Starbucks History: Starbucks was founded in 1971 in Seattle by coffee aficionados Gordon Bowker, Jerry Baldwin, and Ziv Siegl, who named the company for the coffee-loving first mate in Moby Dick and created its famous two-tailed siren logo. They aimed to sell the finest-quality whole bean and ground coffees. Characteristics of the Brand: Competitive Behavior o Starbucks is very competitive in the sense that until recently, its model was completely based upon consistent and rapid expansion. o This has backfired, however, as over 500 stores are going to be closed this year. o That being said, the company is still primarily in a league of its own, and has no direct competitors, although with the current state of the national economy, firms like Dunkin Donuts and McDonalds, which offer affordable coffee products, will become clearer players in this picture. Locations o Close to 8,500 stores are located in the United States and that number was growing until this year. o
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Starbucks_Brand_Profile_Notes - Brand Profile, Starbucks...

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