Product
To be a premium product in the coffee trade, they aim at high standards, introduction of innovative products and providing excellent service combined with unforgettable experience. Its product-mix expanded from 8 main categories of drinks types and 7 food categories (Starbucks web) to keep up with the momentum and to satisfy more customer needs. They have been constantly introducing new products, such as four new "VIA flavored coffees" (Erin V, 2010), and trying to attract tea drinkers by introducing "Tazo Tea". Identifying customer specific needs they introduce nonfat milk to their products. They have seasonal offerings such as strawberry, cream Frappuccino in the summer and gingerbread latte in Christmas (News, Starbucks web). Going little beyond, they also offers Starbucks coffee and cappuccino makers for customer who wish to purchase them (Starbucks store). To ensure brand richness, besides bringing the best ingredients and quality control, they assure that all company's employees are constantly involved and aware of its overall mission and objectives.