Mc Café’s mimetic strategy: Starbucks’ bugbear?

By Anaëlle DANICAN The Mc Café concept was launched first in Melbourne, Australia in 1993. In 2003, Mc Café has become the biggest coffee chain in Australia and in New Zealand. Since then, the number of Mc Café around the world has increased and Mc Café has been considered as a great competitor for Starbucks….

Internationalisation strategies of Starbucks and McCafé

  By Amélie BLANCHERI First, we are going to know more about Starbucks’ internationalisation strategy. As we already seen Starbucks is very present around the world, you can see in the map below all the countries in which the brand has facilities: Source: Wikipedia In order to enter into international markets, Starbucks is using 6…

Starbucks opened its first store in Italy

By Amélie BLANCHERI   The Coffee giant Starbucks opened in early September its first store in Italy, more precisely in Milan. It is called the Starbucks Reserve Roastery: a very premium version of the stores. The localisation is well chosen because it is situated “in a historic building on a grand square in downtown Milan”.[1]…

Customer-Consumer brand co-creation: Starbucks’ concept of “prosumer”

By Anaëlle DANICAN Nowadays, customers-consumers are increasingly involved in the product lifecycle. There is now a shift from being only a consumer, the person consuming the product, to being a “prosumer”, the person producing and consuming the product at the same time. Indeed, consumers have more and more influence than before on products’ success or…

Employees’ brand co-creation: The case of Starbucks and Nespresso

By Anaëlle DANICAN Customers supposedly know that Starbucks or Nespresso products have a really good quality. Because these companies, more than just selling a product, are also selling a service, this service needs to be as qualitative as the product to match the brand’s high standards. In Starbucks coffee shops, as well as in Nespresso boutiques, employees…

Living the Starbucks Experience

By Anaëlle DANICAN Entering a Starbucks is like entering a new world, a different dimension, where customers can be the better version of themselves. This starts from the moment customers push the door of the Starbucks’ coffee shop. (Extracted from unplash.com) Indeed, from this moment Starbucks is trying its best to create a connection with customers…