Posted by & filed under Part 1 Business in a Global Environment, Part 4: Marketing Management.

Description: Howard Schultz says he is surprised by how popular the $7 coffee is among Starbucks customers.

Source: – video report

Date: Dec 07, 2012


Questions for Discussions:

  • Can you explain the success of these expensive brews?
  • Who is the target customer?
  • What utility is being satisfied by this purchase?
  • Do you think other retailers such as McDonalds should offer the same choice of coffees at these premium prices?

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