Boston, MA 05/22/2014 (wallstreetpr) – There is a reason or perhaps many reasons why the $53 billion coffee provider Starbucks Corporation (NASDAQ:SBUX) has become a case study for marketers and business strategists around the world. The company is considered great by most measures starting with its successful marketing division to quality products and high-level customer experience in its stores around the world.
While many of its peers are struggling to keep their head above the water, Starbucks is overwhelmed by customer demand and always looks for new and better ways to satisfy its customers while collecting higher revenue.
Because of its business acumen, Starbucks handsomely rewards stockholders and partners alike. It is on that good name that Starbucks Corporation (NASDAQ:SBUX) intends to launch to another level. The company recently announced plans to start offering alcoholic drinks in its stores.
Selling alcohol raises questions
Starbucks Corporation (NASDAQ:SBUX) has the financial muscles to undertake any investment that it considers rewarding or with potential to meet its business objective. Of course, the main objective is creating value for the shareholders. Therefore, in considering investment in alcohol, there is no gainsaying that Starbucks has done its evaluation and concluded that the business is profitable especially if included in its coffee stores.
In fact, the company said that it will offer alcoholic drinks in the evenings so that its customers can connect with friends, relax and have a good time in the evening. Of course, that is what Starbucks is already offering its coffee customers that connect with one another and relax in the evening. Some if not most of its customers are people in recovery from substance-use disorder.
The mention of people in recovery is the elephant in the whole issue of Starbucks Corporation (NASDAQ:SBUX) introducing alcoholic in its stores. While the company is clearly pursuing higher average sales per customers by moving to offer alcohol, some analysts have raised questions that Starbucks might make a strategic blunder.
Alienating coffee enthusiasts
In addition to alienating people in recovery from its coffee stores, Starbucks Corporation (NASDAQ:SBUX) may also succeed in alienating many of its coffee enthusiasts. Therefore, such move, although promises higher revenue, may sales in the long run, according to market experts.
