Starbucks is looking for more involvement with the entertainment industry. Recently they promoted the movie â€œAkeelah and the Beeâ€ and are in talks with the William Morris Agency to find more movie and book projects to market. Their goal is to become an entertainment-business investor and their entertainment department has relocated to Santa Monica to be closer to the heart of the industry to achieve this goal.
Implications - When Starbucks decided to further their product beyond coffee alone, consumers were impressed. Businesses should be conscious not to be typecasted into one realm of sales, but rather they should be considerate of ways to further their consumers' experiences with a particular product. Adding music and food to the experience of consuming coffee is a pleasant addition from consumers' perspectives.