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Starbucks Case

In: Business and Management

Submitted By valerie0333
Words 1267
Pages 6
Valerie Bauer
Case #1 Starbucks
Due: 9/23/12 1. Based on the case information and your personal experiences, list at least five things you know about Starbucks. This list offers you some idea about your cognitions concerning the coffee shop chain.
After reading the case I have a greater amount of knowledge about Starbucks. From my personal experience and from reading the case I know that starbucks is a fortune 500 company since the year of 2003. I know that Starbucks has expanded to over 16,000 stores worldwide. From reading the case I learned that Starbucks is trying to expand internationally and that they are trying to have 500 stores operating in Asia. I also know that starbucks not only sells coffee but they sell hot sandwiches, bakery items, a variety of games, and other great products. I also learned from reading the case that 63% of their employees are women.
Cognition refers to what a person thinks and believes about a particular product. Consumers develop knowledge, meanings, and beliefs based on their experiences (Peter & Olson, 2010, P 21). These things that I know about Starbucks are based on my cognitions about this coffee shop chain. Knowledge about a company is important to me so facts such as Starbucks being a fortune 55 company since 2003, having over 16,000 stores, and trying to have 500 stores in Asia would be things that I would remember and find fascinating. My personal memories and experiences of going to Starbucks I always remember them being busy with customers. I also remember that they sell a lot of different items. I personally remember that they have excellent cookies and other bakery items. Based on these experiences I believe that Starbucks is doing really well by creating an enjoyable place for everyone, creating recognition, and also having a variety of items for sale that would appeal to many people. 2. List at...

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