Quality Strategies Used by Market Leader in the Competitive Coffee Industry

Nicoleta Andreea Neacºu () and Oana Bãrbulescu ()
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Nicoleta Andreea Neacºu: Transilvania University of Braºov
Oana Bãrbulescu: Transilvania University of Braºov

Ovidius University Annals, Economic Sciences Series, 2015, vol. XV, issue 2, 316-321

Abstract: In Romania, the cafes market has experienced lately a significant growth, the competition becoming very strong. Starbucks is a great company known worldwide, it is the biggest chain of coffee shops in the world, being a world leader in coffee roasting and retailing. This paper aims to study the quality strategies used by Starbucks over the time, strategies that have made the company to become the market leader and being appreciated by millions of consumers worldwide.

Keywords: quality; coffee market; strategy (search for similar items in EconPapers)
JEL-codes: F23 M16 M31 (search for similar items in EconPapers)
Date: 2015
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Persistent link: https://EconPapers.repec.org/RePEc:ovi:oviste:v:xv:y:2015:i:2:p:316-321

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