Our Strategy At The Beginning: Industry Application
“Great companies that build an enduring brand have an emotional relationship with customers that has no barrier. And that emotional relationship is on the most important characteristic, which is trust.” -Howard Schultz (Starbucks CEO)
Starbucks is an example of a company that incorporates a quality positioning strategy. The company prices its products higher than its competitors, and its products are seen almost as a fashion product. For instance, some people buy Starbucks because of the brand it resembles. The products are high quality because of its diverse selection and customization. Consumers are able to pick a drink but change as many aspects to it as they can. For example, a Green Tea Frappuccino can become a non-sweetened protein Green Tea Frappuccino with coconut milk .