Mind mapping has made me realize that coffee is not just a mere product for consumption but has a strong cultural appeal that allows it to serve as a leisure tool.

It was not difficult to explore the coffee shop industry deeply because cafés have become extremely popular in Australia and most other western countries. Consequently, literature content on the topic is abundant.

Yes, I realised that people do not drink coffee in coffee shops just because they love the taste but also because it provides a unique leisure experience.

This article explores the frequency with which younger customers are visiting coffee stores. It helped to highlight the importance of this age group as a growing market for coffee shops.

This article explores visitor experiences to coffee attractions by analyzing travel narratives published in leading coffee trade literature. It provides information on the various reasons that people seek coffee attractions and, consequently, the article was useful to the paper as it helped in the generation of ideas on how to promote coffee products to prospective consumers.

3. McCosker, A & Wilken, R 2012, ‘Café space, communication, creativity, and materialism,’ M/C Journal, vol. 15, no. 2, n.p. Accessed July 19, 2018, at http://journal.media-culture.org.au/index.php/mcjournal/article/view/459

This article explores the vital role played by Cafés in fostering sociality, creativity, and communication. It helped to provide ideas on new ways that Starbucks Adelaide can market itself to gain market share. 

This work explores the growing cultural importance of coffee drinking in Australia and which people are indulging in it. It provided information on the demographics of the target audience for the promotional plan.

This article explores the new role that coffee chain establishments are playing as both a private zone for working and a socializing spot. It describes the amenities provided by these establishments that make them attractive for these purposes. This article was useful because it provides information on how the new store can utilize its amenities to enhance the consumer experience.

6. Zhang, X 2011, ‘Communicating coffee culture through the big screen: Starbucks in American movies,’ Comparative American Culture: An International Journal, vol. 9, no. 1, pp. 68 – 84.

This article explores modern coffee culture through Starbucks product placements in American movies. It helped to reveal the current Starbucks product concepts allowing me to compare them with Australian coffee culture. Consequently, it helped to reveal ways of reconciling current Starbucks practices with prevailing Australian coffee practices.

Starbucks uses social media platforms such as Facebook, Instagram, Pinterest, and Twitter to achieve this end in various ways. Firstly, the company frequently employs the use of social media as a platform for announcing promotional offers to customers, a strategy that mainly seeks to boost sales. Secondly, the company provides its customers with a platform to share their experiences on social media, with the mixed outcome of retaining customers and attracting new ones. Finally, some coffee shop companies use social media to expand their product range through crowdsourcing, whereby they involve consumers in the generation of new products (Zhang 2011). The downside of these social media marketing strategies is that they mainly seek to retain existing customers through the creation of customer loyalty rather than attract new ones.