Starbucks Acquired Competitor Seattle's Best Coffee - Which Had a Presence

question 19

Multiple Choice

Starbucks acquired competitor Seattle's Best Coffee - which had a presence in Subway restaurants - in order to target a more working-class audience without diluting the Starbucks brand. What is this an example of?

• A) Vertical integration
• B) Horizontal integration
• C) Forward integration
• D) Backward integration
• E) Lateral acquisition

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Definitions:

Innate Preference

A natural or instinctual liking or inclination towards something without the need for learning or experience.

Sweet

A taste sensation that is pleasant and often associated with sugary substances.

Salty

A taste sensation primarily produced by the presence of sodium ions in food; colloquially can describe a feeling of bitterness or irritation.

Intermodal Matching

The process of coordinating and integrating different modes of transportation for efficient cargo or passenger transfer.