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The Starbucks Offensive: A Tea Chain's Battle Plan

By DMO Affiliate
When Argo Tea CEO Arsen Avakian opened his first tea cafe, competition was scarce. Fast forward a decade and now he's facing a Goliath in the coffee industry: Starbucks. In January, Starbucks CEO Howard Schultz provided a glimpse into Starbucks' blueprint for tea to analysts as it seeks to capitalize on the global tea market, which according to Euromonitor data, measured roughly $87.5 billion last year. Schultz said about a category he's described as "ripe for innovation." that "A year after the acquisition of Teavana, we are more convinced than ever that we have the opportunity to transform the tea category the way we have transformed coffee-all around the world,"
The Starbucks Offensive: A Tea Chain's Battle Plan

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