Case study of Starbucks coffee shop

The case is about Starbucks. Starbucks is in retail liquid coffee business and it has coffee shops
named Starbucks. The Starbucks Empire has grown to 6000 U.S. outlets and about 2500
international locations. Starbucks had also tried to enter in Indian market. In the case it is also
included that in US there are many Starbucks caf and how much people love Starbucks that they
even can not start their day before taking Starbucks coffee. It is very popular brand name in all
over the US and even kindergarten children know about it. Starbucks caf are so much liked by
the US public that many of the people has made it a meeting place where they drink coffee, tea
or another specialty beverages and spend their considerable time. Basically the case is related
with personality and consumer behavior.

Q1. If starbucks was a person, describe the person in terms of demographics, personality, and
lifestyle characteristics.
A1. Demographics:
Age : 38 years
Sex : female
Occupation : owner of starbucks
Income :$3000000
Education : post graduation

Lifestyle characteristics:
Upper class family
Hard working
High responsibility
Quick decision maker

Q2. If starbucks was an animal, which animal would it be, and why?
A2. In my opinion if starbucks were an animal than it would be double fish tail. The reasons for
it are as below:
Starbucks first logo shown that half of body part is female & remaining half of the body part is
two tail fish. The Starbucks siren was topless and had a fully visible double fish tail. The image
also had a rough visual texture and has been likened to a melusine.
In the second version, which was used from 198792, her breasts were covered by her flowing
hair, but her navel was still visible, and the fish tail was cropped slightly. In the current version,
used since 1992, her navel and breasts are not visible at all, and only vestiges remain of the fish
tails.

Q3. if starbucks was a color, which color would it be, and why?
A3. In my opinion if starbucks were a color than it would be Brown. The reasons for it are as
below:
The color of the coffee is brown.
The interior of the coffee shop at starbucks is brown in all its franchisee.
The color of the furniture is also brown.
The color of the uniform in starbucks is also brown.
The first logo of the coffee shop was brown in color.
Even other reasons why I would like to associate brown color with starbucks are: Brown can mix
into many surroundings. It is a mixture of red, blue and yellow and has many shades and tones -
each producing a different effect. Brown can be a stabilizing color. The red in brown gives it
practical energy while the yellow and blue add mental focus energies. Too much brown can
make a dull effect. Brown gives a feeling of solidity, and allows one to stay in the background,
unnoticed. Some shades of brown create a warm, comfortable feeling of wholesomeness,
naturalness and dependability.
Because of the above mentioned reasons I would like to call starbucks a brown color.

Q4. If starbucks was a celebrity. Which celebrity would it be, and why? And why was your
choice male or female?
A4. In my opinion if starbucks were an Angelina Jolie. The reasons for it are as below:
Angelina Jolie & starbucks both are female
Angelina Jolie & starbucks both are born in the USA.
Angelina Jolie & starbucks are both popular in the world.
The way Angelina Jolie is famous in the Hollywood, starbucks is famous coffee brand over
the world.
Angelina Jolie & starbucks both income is very high