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Quality Strategies Used by Market Leader in the Competitive Coffee Industry

Author

Listed:
  • Nicoleta Andreea Neacºu

    (Transilvania University of Braºov)

  • Oana Bãrbulescu

    (Transilvania University of Braºov)

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.

Suggested Citation

  • Nicoleta Andreea Neacºu & Oana Bãrbulescu, 2015. "Quality Strategies Used by Market Leader in the Competitive Coffee Industry," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 316-321, May.
    • Handle: RePEc:ovi:oviste:v:xv:y:2015:i:2:p:316-321
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    File URL: http://stec.univ-ovidius.ro/html/anale/RO/2015/i2/ANALE%20vol%2015%20issue_2_2015_site.pdf
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    More about this item

    Keywords

    quality; coffee market; strategy;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • F23 - International Economics - - International Factor Movements and International Business - - - Multinational Firms; International Business

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