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Something Good Is Brewing at Starbucks
Starbucks aims to get its buzz back -- and its stock up -- with new products.
 
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Posted 3:51 PM EST October 08, 2008
Posted by: swagv
Fundamentally, coffee is a dead end for Starbucks. They've lost their market leadership to barbarians at the gates that have since schooled them on better ways of making better, higher end coffee. This has left Starbucks rudderless, as they are still saddled with a self-identity of being 'the best coffee available'.

Once they reach the acceptance stage, their best bet is to acknowledge that they can never be America's premium coffee brand again. It's a numbers game now. They need to realize that they are now fighting a commoditization war, and they need to retool for that.
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