Study on Competitive Advantages of Starbucks Surfers’ Paradise Coffee Shop

Zhenjia ZHANG

Abstract


This study is conducted to give a clear picture of the competitive advantage of the Starbucks Surfers’ Paradise coffee shop. With this purpose as the direction, a thorough marketing research is conducted. According to results of the research, a conclusion of the competitive advantages of the shop is achieved based on the analysis of its marketing mix and positioning. Generally speaking, the Starbucks Surfers’ Paradise coffee shop’ convenient location, guaranteed high quality of both coffee and service, and the Starbucks brand itself give it assurance of success.

Key words: Competitive advantages; Starbucks; Marketing mix


Keywords


Competitive advantages; Starbucks; Marketing mix

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DOI: http://dx.doi.org/10.3968%2Fj.mse.1913035X20120603.1788

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