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Gene Hoffman

Corporate Strategies International

Starbucks Takes Coffee to a Whole New, Expensive Level

November 30, 2012

Starbucks, the company that convinced consumers to pay more for coffee drinks than they had ever done before, is appealing to the small luxury mindset along with the allure of limited supply to get consumers to pay $7 for a 16-ounce cup of coffee. What do you think of Starbucks' marketing of Costa Rica Finca Palmilera coffee?      [more...]


The is no attribution in the Starbucks addiction.

Today it's Costa Rice Finca Palmilera coffee for $7 for 16 oz., tomorrow Starbucks will bring forth a $10 cup from some exotic plants elsewhere in the world.

Will the devotional craze for the golden cup expand? Other retailers haven't found the marketing skill to peddle high-priced coffee to coffee-addicted Americans.

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