Description of Assignment Howard Schultz

Description of Assignment Howard Schultz - market in the...

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AEM1200 Fall 2010 Prof. Pedro David Pérez Description of Assignment – Howard Schultz and Starbucks Coffee Company In the years between 1986 and 1996, Starbucks Coffee Company became, not only the foremost purveyor of specialty coffee in the USA and Canada, but a symbol of the United States lifestyle. How has this come to pass? How did Starbucks capitalize on the promise of the specialty coffee
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Unformatted text preview: market in the early 1980s? And, equally if not even more important: is Starbucks position sustainable? What should the company do next to enhance its position in the market? (This is your problem – alternatives – solution bit. Please stay within the timeframe of the case study …) Originally written July 5 th 2005, revised September 1 st 2010...
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