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: CNNMoney.com – video report

Date: Dec 07, 2012

Link: http://money.cnn.com/video/news/2012/12/06/n-starbucks-schultz-clover-coffee.cnnmoney/

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?

Leave a Reply

Your email address will not be published.