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Starbucks & Diversification over Twenty Years

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Starbucks has been successful over the last twenty years. Does Starbucks use a strategy of diversification? Why or why not?

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This solution of 269 words discusses Starbucks and diversification, gives examples and APA formatted references.

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Starbucks does use a strategy for diversification at its very heart of its business. Initially, the company was set up not only to sell coffee but also to be the "third place" (not home, not work) for customers. To this end, the company was selling itself as a location. In addition, the company has attempted different products to add to sales, in an attempt to broaden its appeal and increase margin. These include the ...

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Sally Baldwin, Ed.D
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  • Ed.D, Boise State University
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