Johnson & Wales University Premium Coffee Shop Case Study You are a small business person who plans to open a premium coffee shop, much like Starbucks. Your value proposition is premium blend coffee from small farmers around the globe, a fun, informal environment for college students and others who might enjoy televisions, a funky atmosphere (paintings on the walls, workers wearing tee-shirts and shorts, cement floors, and used furniture for seating. Considering your unique brand position, the market, competition, and your goal of achieving brand awareness and market penetration, how would you arrive at prices for your coffee? Provide prices for your small, medium and large sizes and provide rationale.
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