STARBUCKS MARKETING ANALYSIS

Price is one of the main issues at Starbucks, a cappuccino costs around £2.50, a hot chocolate £2.35 (King, 2011). A mug costs between £6 and £20, and a pastry or other snack cost around £3 (Starbucks Store, 2014). Captive pricing is used, the baristas will always propose an extra product (e.g. reusable mugs) to make customers spend more. ................
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