This article highlights the importance of marketing, partnership agreements, and quality control in the success of a company. Without performing to the expectations of Starbucks, Kraft was not proving to be profitable enough. Even though the contract began 13 years prior, and would end within three, Starbucks cut their losses and withdrew. Now, after the legal battle has ended and the fine has been ordered, Starbucks STILL doesn't regret the $2.8 billion decision. I have been purchasing Starbucks K-cups from the grocery store for about a year. When I initially discovered them, I thought "Even starbucks got in on the Keurig movement". I will have to agree with the company's opinion. If they were in stores before, I certainly didn't know about it. This just shows the importance of product placement and advertisement.
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