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1. Coffee market and Starbucks company overview Coffee has always been regarded as the preferred beverage during the 1950s. However, its superiority was surpassed by soft drinks as the country's favourite beverage in the mid-60s as observed from Fig. 1. The reason for its decline is that coffee is often regarded as "old fashioned" beverage for older people with limited options: regular or decaf (Source: Starbucks Story 0502. p. l). Consequently, the coffee industry was experiencing a vicious cycle of brand identity crisis where heavy discounting and promotions were the norms as customers tried to shop on price as coffee has been reduced to commodities. Therefore, there was a significant decrease in the gross profit margins where there was 1% profit per cup and this trend forced management to reduce advertisings budget. To exacerbate the situation, management resorted to reducing product quality by gradually increasing the proportion of African beans...

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