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The Coffee Wars Heat Up: New Strategies to Jolt the Caffeine-Conscious Consumer
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******************************** The Coffee Wars Heat Up: New Strategies to Jolt the Caffeine-Conscious Consumer http://knowledge.wharton.upenn.edu/index.cfm?fa=viewfeature&id=1448 Consumers' love affair with expensive, customized cups of coffee shows no signs of abating, even though most orders consist of little more than a cup of water, a splash of milk, a spoonful of coffee grinds and 30 seconds of labor. Indeed, Starbucks has managed to turn its customers' craving for caffeine into a $6.4 billion a year business, with close to 6,000 company-owned coffeehouses already up and running, and five new ones opening each day. All of which explains why so many coffee sellers seem intent on taking away some of Starbucks' highly profitable market share. Yet according to Wharton marketing professors, some companies are so obsessed with swiping business from Starbucks, or losing customers to it, that they may be abandoning a niche that has already proved profitable.
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