WHY STARBUCKS CAN SELL DRINKS AT DOUBLE THE PRICES OF THEIR COMPETITORS
Starbucks knows its coffee-drinking customers much better than any of its competitors. How else do you explain why Starbucks customers happily purchase its products at inflated prices, and yet their stores are always full of contented patrons? If you know me at all you know that I'm a huge Starbucks fan, it's my go-to place to work and relax. But I don't like coffee! Often as I make my way to a Starbucks coffee shop (Starbucks operates 372 stores in Thailand, most of them located in Bangkok), I can't help but notice the other empty coffee shops within the exact same mall. The difference is stark and anyone interested in marketing or improving their own business should be looking at this phenomenon and trying to understand what's going on here. The stores of Starbucks competitors in the same mall look great and their drinks taste great too, probably in some cases even better. Why then are Starbucks still able to do so well in the face of so much competition? The answ...