What is the "Starbucks Experience" and how has it helped their company to grow?
-it is an uplifting experience that enriches people's lives one moment, one human being, one extraordinary cup of coffee at a time
-it is a third place; one away from home and away from work
-caused customers to flock to Starbucks, and company met this demand by opening up more stores
-success drew in competition, so Starbucks compensated by opening up stores at a breakneck pace
-lost sight of their core mission and values
-renewed mission and experimented with new store formats
-objective isn't just growth or sales or profit: it's engaging customers in a meaningful way and creating value for them
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Principles of Marketing
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