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story of coffee

Coffee has been popular throughout its history to an extent where it has inspired and sustained more than one legend. Regardless of coffee’s origins, there is no doubt that by the 16th Century it was a widespread and popular beverage throughout the Middle East. 
When the first coffeehouse opened in London in 1652, customers were confused by the new drink from Turkey—hot, bitter, and black as soot. But those who tried coffee were soon won over, and more coffee-houses were opened across London, America, and Europe. For a hundred years the coffeehouse occupied the centre of urban life, creating a distinctive social culture. They played a key role in the explosion of political, financial, scientific, and literary change in the 18th century, as people gathered, discussed, and debated issues within their walls (Ellis, 2011). And because of its taste and its invigorating properties it quickly became a much sought after commodity around the world. Furthermore, by the middle of the 16th Century, taking a cup of coffee with friends became the ultimate in hospitality; and the steaming brew was an inseparable part of the enjoyment and appreciation of life’s finer pursuits.

Chapter 2: Literature Review 第二部分：文献综述

2.1 An introduction to Marketing of Starbucks

Marketing has had undeniable impact on the today society. Marketing facilitates exchanges by narrowing the natural separations that exist between buyers and sellers shaped it origin. In other words, marketing is an organizational process which offers guidelines on developing and implementing marketing strategy within a business climate which is dynamic and reactive to environmental forces. Marketing strategy is the origin of a products’ value proposition: the benefits the product provides to fulfil customer needs and wants (Hoffman, 2005).  For instance, the value proposition of a bottle of Coca- Cola may consist of the uplifting taste of the beverage itself, the convenience of purchase locations, product price and brand identity related with the Coca- Cola. Satisfied customers often become loyal customers and they display their loyalty by returning to the market to purchase additional products.

 Yet, prior to introduction of a new product, a practical market should be recognized (Hoffman, 2005). As Hoffman (2005) explains in his book, a market is any individual, group of individuals and organizations willing, and has the purchasing power, to buy a firms product. The process of identifying such markets and, thus, potential customers is called market segmentation. Therefore, prior to analysing the adopted strategies by coffee shops, it is necessary to analyse their legitimate stakeholders. 

Chapter 4: Survey Results and discussion 第四部分：调查结果与讨论

4.1The formula

This section involves presentation of data illustrate together all the qualitative data from the surveys conducted for this research. The data is discussed in this chapter in order to find answers to the research questions: to discover what attributes of coffee shops mostly attract the consumers. This section involves presentation of data, in the form of Frequencies (percentages). Frequencies are the simplest form of descriptive analysis which provides percentages of the categories (Ticehurst & Veal, 2000). In statistics, a frequency distribution is an arrangement of the values that one 本论文由英语论文网提供整理，提供论文代写，英语论文代写，代写论文，代写英语论文，代写留学生论文，代写英文论文，留学生论文代写相关核心关键词搜索。