This project assignment shall provide some insights into the problems Starbucks has to face today, why they occurred and how they might be solved. More specifically this project focuses on the question: why have customer difficulties perceiving values added by Starbucks?
Table of content:
1. Introduction
2. Methodology
3. Theory
4. Brand portrait
4.1 Business strategy
4.2 Brand portfolio
4.3 Brand characteristics
4.4 Starbucks in the market
5. Problems of Starbucks and their solutions
5.1 Lost focus and incorrect decisions
5.2 Increased competition
5.3 Aggressive expansion strategy
6. Conclusion
7. References
8. Appendix