Vários pontos a reter:
- subir na escala de valor;
- apostar nas experiências;
- focalização
A propósito de "Middle-Market Woes Inspire Starbucks’s Bet on Luxury Coffee":
"Starbucks plans to open 20 to 30 giant Starbucks Reserve Roastery and Tasting Room outlets—where rare, exotic coffee grown in small batches will be roasted on site and prepared using a variety of brewing methods—as well as up to 1,000 smaller stores under the Starbucks Reserve brand.
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“We’ve seen so-called ‘indies’ selling cups of coffee for a lot more than we’re charging and creating an interesting buzz,” Mr. Schultz said last week in an interview.
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Some experts say the company’s plan to create a subbrand of luxury coffee shops aimed at the affluent is a good strategic move, given consumers’ growing interest in better-quality coffee.
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Erich Joachimsthaler, chief executive of brand-strategy consulting firm Vivaldi, likens what is happening in the coffee business to what has happened in the beer industry, which has been hurt by the rise of craft breweries. “They never protected themselves on the high end,” he said of beer companies. “I think Starbucks sees that the middle is slowing down.”
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It isn’t just wealthy consumers who might be willing to pay more for coffee marketed as a more gourmet product.
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Starbucks created the high-end coffee category but the landscape has changed drastically in recent years. Starbucks now finds itself in the middle of the market, with independent coffee shops and larger companies such as Blue Bottle Coffee Co. serving an ever more discerning customer while McDonald’s Corp., Dunkin’ Brands Group Inc.’s Dunkin' Donuts chain and convenience stores are offering coffee and espresso drinks on the cheap."
Como não recuar a 2006 e ao fenómeno da polarização do mercado. Como não recuar a 2010 e perceber a aterragem da Starbucks no ponto 4 quando estava entretida a subir para o ponto 3:
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