Consumer Decision Making II

Starbucks is working on satisfying consumer's needs by improving and innovating.
As the CEO of the company, Howard Schultz says for Starbucks the costumer represents the priority in doing business.
Even though Starbucks is known as selling ready beverages, on September 29 the company introduced the first "ready brew"instant coffee VIA. As the Charmain says the instant coffee business represents a $21 billion business.

Each innovation the company makes is influenced by costumers. By introducing instant coffee the largest coffeehouse is approaching another consumer need: to have Starbucks coffee without going into the store. The CEO said that VIA is made with 100% natural roasted arabica coffee and it took 20 years to develop "a proprietary, U.S patent- pending micro grind technology"that preserves the taste of fresh coffee.
In other words, the taste of the VIA instant coffee should be the same as a Starbucks coffee bought from the store.
Starbucks is an example of a company that is always seeking for new ways of expanding the business and satisfying consumer's needs.