the-attaction-of-starbuckss-products(星巴克产品的吸引力).docxVIP

PAGE 1 The attraction of Starbucks’s ‘product’ By Outback Chen Introduction Starbucks is an incredible multinational corporation that owns over 16,000 coffee shops around the world with over a hundred million regular customers. As we can see that advertisements of Starbucks are seldom shown in the media, for what reasons Starbucks wins so many customers. In this essay, some reasons about the ‘product’ of this “largest coffee kingdom’s attraction” causing the popularity will be analyzed. It is clear that the ‘product’ in Starbucks coffee shops includes both their items for sale as well as services they provided and these two parts will be discussed in this essay. Starbucks’s products It is easy to know that the main product for a coffee shop is coffee. The popularity of Starbucks deeply relies on the high quality of its coffee beans and its emphasis on its CSR based on its products. High quality of coffee bean There is no doubt that the quality of coffee provided, to a large extent, depends on the quality of the coffee bean used. Therefore, to make sure customers’ requirements can be satisfied; Starbucks purchase excellent coffee beans (Arabica) from the places producing tasty coffee beans all over the world. However, the largest difference between Starbucks and other coffee related companies is this company does not purchase raw materials from those producers who can make use of economies of scale to reduce their costs. The key point for Starbucks staffs to pay attention to is the quality of the raw material. The purchasing strategy is that they often purchase coffee beans from local farmers producing outstanding coffee beans but in a small amount (Starbucks tries to build a long-term co-operation with those partners and offers them some premiums when doing acquisitions) CITATION How99 \l 2052 Apart from the quality of the raw material, how to conserve them is another important point. Generally s