CASE STUDY: STARBUCKS COFFEE
• Distributing whole bean and ground coffee to supermarkets. • Producing premium coffee ice cream with Dreyer’s. • Selling CDs in Starbucks retail stores. Starbucks uses minimal advertising and has grown on word of mouth and brand recognition. According to Garza by 2004 Starbucks had reached 1,344 locations. (Garza) ................
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