This assignment involves researching the Starbucks Coffee Company (UK) Essay

This assignment involves researching the Starbucks drinking chocolate Company (UK) Ltd (Starbucks) and its role in the COFFEE AND SANDWICH graze INDUSTRY in the UK - Essay ExampleIn the UK, Starbucks obtains a leadership arrangement in the chocolate and sandwich industry in the UK creating a unique value propositions and unique brand image. According to the retail analyst Euromonitor, the company has a 16.7 per cent market share, one per cent ahead of Costa Coffee (Hickman 2008). In spite of recent decline, the Starbucks managing director in the UK admits We have seen steady consumer-led growth in the UK market and we remain excited by the opportunities presented by it, Mr Broad said. International markets as a integral continue to be a growth engine for the company. (Walsh 2008). For Starbucks, brand positioning serves to make competitors attractive brands depend deficient. This goal is achieved by introducing a new benefit to the category. Starbucks positioning of deep brown as a finale rather than a product made other coffees seem ordinary and unexciting. Alternatively, introducing a comprehensive position might make less complete offerings seem deficient (Baye 2002). Starbucks, Tte biggest player in Britains 900m-a-year coffee disclose industry offers blander drinks than its competitors Costa Coffee and Caff Nero and is costlier than most rivals, testers for the consumer group (Hickman 2008). In the UK, Starbucks has built a powerful experiential brand. Starbucks stores are much more than a place to purchase a jolt of java. They offer a brief reprieve in a hectic day a chance to inhale the abstruse aroma of fresh coffee and listen to relaxing music, while tasting a rich, specially brisk brew in the company of like-minded coffee addicts. One hallmark of the Starbucks put through, and any great experience really, is consistency. Starbucks remains the more recognized chain with 27% of the respondents rating it their favorite, with Costa at 15% (UK coffee market 2007).Today, governmental situation is stable marked by democratic processes and liberalization reforms. Strong political