star bucks

just came from from a talk held by some "corporate social responsibility" society....on Star Bucks....

things i learned...i want to save space so type things here

well a brand is successful and establish if people staying half a globe away from its HQ recognizes it

why people buy such expensive coffee and why at its peak star bucks actually was expanding faster than macs?

its predictability....in a world when change is the only constant, people want something we can hold on to, something which is always there...well starbucks is everywhere, tastes the same everywhere

its emulation...it has attracted stars like britney spears and magic johnson...attracts lots of kids...kids that when they grow up will buy, and be LIFE-LONG customers...since coffee is addictive too...so no point attracting old folks...plus that it takes away the hip factor....

sense of belonging and satisfaction....in a world where people have a lost sense of identity. we can actually be categorised into people who knows how to order starbucks and those who not...ask yourself, ordering starbucks coffee is complicated and complex right...so people feel a sense of achievement and satisfaction in completing it. And that gives us a sense of belonging to this starbucks group and satisfaction...a plus factor: when you get your coffee...the server actually says..."ALvin, here's your cappuccino, enjoy your drink" the personalization is a +

sense of heightening: when you carry a starbucks and walk around...its like you are of some status...just like i-pod and crumbler bag....certainly its not expensive like mercs but its certainly not cheap....and you can do it over and over again....

comfort: certainly all starbucks outlets are comfortable...and good for relaxation and time-wasting...notice how all crouches in outlets are always placed beside the windows? and from outside you look in the people always seems so comfortable and relaxed and you envy them? that's it.

reward: after a week's long hard work or after a bad incident like quarreling with your parents what do you do? SPEND $$$---consumer society
you certainly don't want to go buy a house or a car...so STARBUCKS
and certainly how $$$ u spend on the coffee is directly dictated by how low your mood or how high your mood is

buy space: you want some space...to study or do work...buy a cup of coffee and sit whole day long....the place is middle class, clean, tidy, neat...perfect!

starbucks has sort of declared that its recycling the materials and helping the Earth with the slogan...:"help us help the earth" so people who want to help the Earth but do not wish to do something...they buy starbucks....
for people this is like trying to start repent the sins they have commit towards Earth

they have also failed to expand into middle east and china

and a few others i can't recall
something else i learn: starbucks have a totally different strategy from macs...

starbucks wants its customers to stay as long as possible...so their surroundings is comfy, macs wants it to be high...thus plastic sits and colorful walls....
people are starting to link macs--starbucks...which is destroying them...as it sort of degrades starbucks...(who the hell looks cool eating big-mac and drinking from mac-cafe)...so they are losing their class factor and thus lots of customers...think their profit is down 40% this year as compared to last year.

the prof also mentioned they might have expanded too quickly and too densely...something that is classy usually won't appear everywhere right?
but i have another view on this...in our consumer society...people always want spend their money ...say now this bugger want drink coffee...but the nearest starbucks is like 1 mile away...isn't it better to just grab the nearest alternative around...since there's so many around...coffee bean, gloria jeans, coffee club express....and they are slightly cheaper too. so perhaps starbucks had wanted to counter this by grabbing all locations?

bubble tea is an upcoming craze in the states...people are paying $5 , $6 for a cup