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Failures Starbucks

Doomed to fail? Starbucks instant coffee

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I love a good cup of coffee and will glady pay a premium for a rich bold brew but I am here to tell that the Starbucks VIA, which is being launched nationally this week, is not it and does not fit with the brand positioning of Starbucks. When I think of Starbucks I think of a bold, burnt coffee taste as well as a chance to relax, open up my Netbook and surf the Internet at my local store. What Starbucks has not learned is that the coffee "experience" is as much about the brand as the product. Read More...
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