Thursday, February 19, 2009

Starbucks adapting to new economic environment

Starbuck is reinventing itself by going into the instant coffee market. Now there will be much cheaper Starbuck coffee available. I would not want to own a Starbuck store, with this economical product about to launch!

But I think that it is a smart strategy by Starbuck Co. to go for the instant coffee market. It's a very large market and consumers are sparing on the $4 cup/day. In addition, Starbucks are not using their brand, but a new brand called Via and are just acting as an endorser.