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Marketing Strategy And Alliances Analysis Of Starbucks Corporation, Rebecca Lingley
Marketing Strategy And Alliances Analysis Of Starbucks Corporation, Rebecca Lingley
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The Starbucks Corporation significantly utilizes alliances to expand market reach, improve product image, and develop greater company profitability. Starbucks, due to their market position and attributes, applies a Differentiation Focus strategy as defined by Porter’s Generic Market Theory. A review of Starbucks Corporation’s marketing strategies and alliance strategies proves that the company is being highly successful within this market scope.