Trend Setter’s
Over the last couple of classes as well as the tutorials there has been lots of discussion on companies’ points-of-difference and points-of-parity. The significance of PODs and POPs are that they can be utilized in the positioning of a brand for competitive advantages. I recently read Danny Jung’s blog post, discussing about what is unique about Starbucks and what attracts their customers. According to the article “Business Travelers Pick Starbucks on the Go” it discusses what attracts customers to Starbucks and some of the most expensed food and beverage brands.
Starbucks has been stated as the most often expensed food and beverage brand in the third-quarter 2014 spending report. There are millions of customers that walk in and out with their Tall, Grande or Venti cups filled with their unique variety of seasonal drinks and Fair Trade Certified coffee. However what differentiates Starbucks from any other cafés? Starbucks has always offered free Wi-Fi services to the customers. I believe that with this simple concept, Starbucks have gained an immense range of customer segments. It attracts businessmen to college and high school students, who are able to sit down and work as well as grab quick and easy food and beverages. The PODs that Starbucks also carries out are there seasonal drinks, which are always the favourites to Starbucks lovers. Also from Starbucks free Wi-Fi service, it has generated lots of other fast-food to take on the same concept and now Free Wi-Fi is more popularly seen throughout stores.
Source: http://www.nytimes.com/2014/10/28/business/the-winner-in-business-travel-food-expenses-starbucks.html?_r=0