Ch. 2 - Strategic Planning for Competitive Advantage 

The company of Starbucks has been very smart with their way of adapting to the new culture. They have created a strategic plan in order to stay relevant in their competitive market of Coffee. As market development is explained , Starbucks found a new use for an existing product. They started off only selling coffee and coffee machines. They knew that was making them business but they wanted to increase profit. Therefore they started creating new and famous drinks that we all know and love today. Such as the frappuccinos and other coffee based drinks. Never leaving the consumers favorite that is coffee behind. With the much obvious success of Starbucks, its evident that they have a market plan that works for them.