Starbucks Using Juice to Grow

Starbucks Moves into JuiceHow does a company grow its business when their main product’s market is pretty saturated?  Most companies will initially look to expand their existing products into new market or into new distribution channels. 

Yet, most marketers will soon discover that to truly grow they will need to add products that are often different from their current product offerings. 

An example can be found in this Businessweek story that discusses Starbucks’ expansion into the juice business.

Image by emilydickinsonridesabmx

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