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. The highest volume of price criticism emerged from China … ................
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