Starbucks should enhance its high-end character. It should concentrate on its biggest strength which is being perceived as a high-end specialty coffee store. This strategy is to keep it loyal costumers loyal. The interiors of its stores should remain as such for the sake of its high-end market that will continue to frequent the cozy, [...]

The underlying marketing problem that Starbucks has lies in its failure to see that its marketing strategies do not necessarily meet its marketing objectives. It wanted to expand but failed to see that it has not necessarily been meeting the market. Market profile was shifting to characteristics that the brand was not originally marketed for. [...]