Illy.pptx - ILLY By Chue Thao Cooper Willman Emma Mellgren...

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ILLY By: Chue Thao, Cooper Willman, Emma Mellgren, Liz Carver, and Musab Khalif
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What does Americanization Mean? Life is short. Stay awake for it.” -Caribou Our mission, passion and obsession is to delight all those who cherish the quality of life, through our search for the best coffee nature can provide, enhanced by the best available technologies and by our search for beauty in everything we do. To become American in character; assimilate to the customs and institutions of the U.S. Often a fast or on-the-go culture Can occur in many different industries
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No to Americanization
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Unformatted text preview: Starbucks already dominates the Americanized market Americanized market is “on-the-go,” which is the opposite of Espressamente’s “exclusive destination with an emphasis on quality and aesthetics” Repositioning of brand image is expensive Making a more affordable product line could hurt culture of quality and extreme luxury Strategic Group Map Implementation Hurdles into American Market Starbucks dominates the US market Americans don’t want to dedicate time to a luxury coffee experience Costs to expand and house extra inventory...
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