Adelle blogs about Starbucks’ next step in the business world. According to the article, Starbucks buys juice company, plans health stores, the coffee company spent 30 million dollars, in cash, on Evolution Fresh, a juice company. I agree with Adelle when she says that this is a strategy and not a tactic. Starbucks is thinking about their “long term success” rather than what will happen in the short run. CEO Howard Shultz says, “Even though this is a small acquisition in size, it’s a significant strategic decision and direction for the company.” By investing in a healthy option, Starbucks is widening their already large target market. This transaction is letting the world know that they are capable of catering to a variety of people, not just those who enjoy coffee. I believe that this strategy will be very successful for Starbucks. It will not only help their brand image, but it will bring in more customers with money.

Please follow this link to a video: Starbucks Pushes Into Juice

Picture and video from: Latest Starbucks Concoction: Juice