Ch.7 Business Marketing

Business to business commerce (B2B commerce) has become a significant revenue source for Starbucks. Besides the company profitability that the company gains, Starbucks also expands their market reach, brand awareness and improves product image through B2B commerce.

The firm mainly interacts with other businesses in form of business strategic alliances and by selling their products directly to other business re-sellers such as Shop Rite or Kings.

Starbucks forms alliances with other companies and social groups across the world, at the same time they are improving the company's brand awareness and reputation; furthermore, they are exposing the brand name and products to potential new customers on a regular basis. 

For example, Starbucks partners with Barnes and Noble bookstores since 1993. They established an in house coffee shop in plenty of Barnes and Noble stores. Starbucks also has formed an alliance with United Airline, offering the company's coffee in brand labelled cups on board. The coffee company has formed an alliance with ice cream manufactures to use the Starbucks flavored ice cream and brand. Furthermore, the firm partners with the National Association for the Advancement of Colored People (NAACP). The collective purpose of this alliance is to support the advancement of both parties' goals which is to fight for social and economic equality. These are only a few example of the many alliances that Starbucks has been taking care of. However, the company attaches great importance to relationship marketing. Starbucks is a loyal and dedicated partner who guarantees top quality and satisfaction.

"Starbucks Business Alliances provides our customers with a custom Starbucks coffee programme which is tailored to the business  partner. A consultative relationship based on proven success, industry expertise and an overall commitment to quality. It’s a commitment that begins with our selection of the finest coffee beans and doesn’t end until the customer savours the world’s finest cup of coffee." Starbucks for Business

Ch. 8 Segmenting and Targeting Markets

Marketing segmentation helps marketers to group their customers and identify the specific needs for each group more precisely. After doing this, resources can be allocated accurately and the marketing mix can be adjusted perfectly.

Starbucks uses a combined strategy to break down their  own market from others in order to sell their products more effectively. The coffee company mainly uses demographic - and psycho-graphic segmentation. Starbucks focuses mainly on married,well educated men and women with children in the age of 40. Therefore, the coffee house created a mature and high prestige image and also provides beverages and food that appeal to children in order to appeal to their ideal segment. The actual segment turned out to be younger and less educated than expected.The main segment represents women in the age of 18 - 43, 42% of them have children, 33% of them are college graduates and 54 % of them are married. However, Starbucks target market also have common psycho-graphical characteristic. Main Starbucks consumer are college graduates with high income who like to socialize and  share a neighbor hood. The coffee house locates its retail stores in central spots of a neighbor hood such as train stations because these spots are easy to reach for everybody in a community.

Also, Starbucks practices a concentrated targeting strategy by focusing only one segment which is the gourmet coffee drinker. This is how Starbucks defines its niche and label themselves as a high quality product. After establishing their niche, Starbucks continually expanses its product line to keep its only segment excited.

"A coffee so good we can all be thankful"

"Thanksgiving is one of those days where everyone comes together. Where everyone celebrates and everyone watches the parades and eats pumpkin or pecan pie. And with the coffee brewing at the end of the evening, we can now all share a cup of Thanksgiving Blend.

Created to go perfectly with your stuffing and pumpkin pie, this full-bodied blend of coffees from Guatemala and Sumatra will complete your holiday meal. The subtle spice flavor, cocoa notes and hints of fine herbs complement all the flavors of your dinner (including those many leftovers). And that’s something to be thankful for.

Enjoy with:

Your family and friends as dessert is being served." (www.Starbucks.com)

Ch.11 Developing and Managing Products

"New products are important to sustain growth, increase revenues and profits, and replace obsolete items."

Developing new products and to be up to date plays a vital role in today's fast moving business world. Innovation is the key of developing new products. Starbucks is considered as the most developing company in the specialized coffee industry. Starbucks provides its customers with new exciting beverages,food items and a unique store experience throughout the year. Coffee is nothing new to the world, and basically all the items Starbucks offers do exist already. But nevertheless, Starbucks makes it happen to update their own company to a overall new experience by creating new product lines,adding new products to existing product lines, improving or revisions of existing products, re-positioning products and innovating customer experience.

Starbucks just created its new blond coffee roast to enter the established market of "light blend" coffee drinkers. New or existing customers are now able to enjoy all the Starbucks coffee beverages brewed with the lighter coffee blend. Previously, the coffee company introduced breakfast items and petites that did not exist before as well.

The coffee house adds new products to its products lines throughout the year. For example, Starbucks extents its line every season by introducing specific seasonal drinks such as the pumpkin spice latte or peppermint mocha.

The Starbucks ready brew instant coffee is one of Starbucks improvements of already existing products. "Other instant coffees taste flat and lifeless. Starbucks VIA® Ready Brew is different – it’s full-bodied and flavorful, just like the Starbucks® coffee you know and love."  Starbucks guarantees the innovative quality of its instant coffee by promising a packet of the traditional house blend in case of dissatisfaction.

Another way Starbucks develops new product is by re positioning. For example, Starbucks frappuccinos which are actually just ice coffee drinks appeal more to younger people after Starbucks added a couple of flavors such as strawberry,vanilla or chocolate mint. The frappunccinos have become to a more icy milkshake drink that attracts mostly younger children.


Overall, Starbucks has been constantly introducing new products. However, in Starbucks CEO Howard Schultz opinion Starbucks was not always innovating new products ... 

Ch. 16 Integrated Marketing Communication

It is less likely that a business survives without promotion no matter how good the product is. Communication to customers is an essential key to make them aware, informed and more apt to take action. All the promotional strategies ( advertising,public relation, personal selling and sales promotion) must be combined effectively and efficiency. It is important to promote on each and every stage of the "purchase decision making process" in order to make customer buy the products. The AIDA concept outlines four basic levels of the purchase decision making process (attention, interest,desire,action) and indicates the most effective promotion strategies on each level.

Starbucks mostly attracts attention through high publicity and all kinds of direct and indirect advertisement. For example, the coffee company seems to be everywhere in NYC. The extreme appearance of the Starbucks brand on cups, stores, packages, TV, social media etc. pp. catches the average consumers eye immediately and unintentional. 

Simple awareness is not enough to drive a consumer to buy, interest must be created. Starbucks creates high interest by advertising their unique store experience and by public relations. For instance, Starbucks attracts interest by sponsoring communities such as the store in Harlem, NYC that shares the profit with the community.

Starbucks encourages desire by different sales promotion that persuade customers to by new products and by well trained sales people.

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Additionally, Starbucks is the most distinctive coffee brand ("rich experience", "more than just coffee")  these days which automatically stimulates desire. 

The coffee company seems to be on a pretty good course regarding action.

"In 1971, our original store in Seattle’s Pike Place Market served its first cup of coffee. Today, Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world. More than 40 million customers visit Starbucks retail stores every week where they enjoy cup after cup of freshly brewed coffee."

Ch. 10 Product Concepts

A product represents "the heart of an organization's marketing program". Without a product, there were no price, design, target market, marketing mix, promotion strategy etc. - simply, there were no business.

Starbucks products can be defined as "Convenience Products" because there are "relatively inexpensive" and "limited shopping effort" has to be invested. Among the coffee industry though, Starbucks can be viewed as a "Specialty Product" because compared to other coffee brands, Starbucks brand name, image and quality of service are key components in their company outlook. Also, the price range of the coffee makes it come off as high quality or a luxury.
The coffee company has a high product mix, beside a major variety of coffee and espresso beverage, Starbucks offers different kinds of petites, breakfast items, sandwiches, salads etc. Starbucks has been constantly expanding its product lines by developing plenty of new products.


Starbucks has a international brand name and loyalty (brand equity).The coffee house has been able to established a quality and upscale image. It's logo is well known and immediately identified on a worldwide basis. Starbucks gives many consumers a feeling of high prestige. The company stands out above other coffee houses such as Dunkin'Donats because of their high quality product - coffee - and it's product mix width; furthermore, because of the unique store experience. Starbucks as a whole is basically the main product concept that makes the company so successful, the actual coffee is considered secondary. No other coffee brand has been able to build a brand where its seen as more than just a place where people grab a cup of coffee. One of the most compelling facts is that even though Starbucks products are relatively expensive and defined as "luxurious", it is still affordable. Starbucks was actually meant to target the upper working class. But its brand appearance was so pervasive that Starbucks ended up attracting almost everybody throughout the world.

Ch. 18 Sales Promotion and Personal Selling

Previously, we found out that Starbucks does not stress about aggressive advertising in order to win customer or boost up sales. Besides using advertising and PR, companies such as Starbucks use Sales Promotion, which is less expensive and more controllable, to push immediate turnovers.

Starbucks has placed different types of Sales Promotion across the country and other nations with hopes of motivating more customer to purchase, especially in times of economical hardships where people are less likely to purchase. The coffee company uses all kinds of different sales promotion. For example, Starbucks offered any of their breakfast sandwiches for $ 2 when purchasing a regular cup of coffee last week. Customers in Seattle, Miami or Chicago who have bought something in the morning at Starbucks were able to buy any cold drink for $2 after 2 pm (Premium). Sampling is another form of promotion that Starbucks uses. For instances, the coffee company gave away free coffee or samples of their new petites. Also, "Happy Hour" is where a specific drink is offered for half of its original price. Coupons or " Buy one and get one FREE" are frequently used tactics at Starbucks as well.

The coffee house usually uses different deals in each region to reflect the regional variations in the manner customers take their coffee . For instance, when Starbucks offers free coffee in NYC at 4 pm, they might offer the same coffee at 8 am in the morning in London. With the awareness of each customers "coffee habits" and each specifically chosen sales promotion, Starbucks shows its major customer related concern which is typical for the company. Starbucks simply knows its customers. This relationship is also reflected in personal selling. The staff at Starbucks is not only well trained in providing advice and information about the products, but they also know how to build a intimate relationship to each customer in a individual way. CEO Howard Schultz stated that the company does not believe that brand sustainability can be achieved only through advertising and sales promotion. How Starbucks builds its personal relationship to each customer is the companies key which makes thousands of them so loyal.

Starbucks designed "Duetto Cards" especially for their loyal customers in order to make them even more loyal by benefiting them (Loyalty Marketing Program). The card is a combination of a credit card and a re-loadable Starbucks card with which customer can collect points. When enough points are collected, they can be convert for any product in the store.

Ch.17 Advertising and Public Relations

Advertising is an essential element of Marketing/Business. A new business needs to promote itself in order to be notice. Otherwise, it would die sooner or later because of the lack of brand awareness. Advertisement attracts attention and brand recognition;more importantly it affects customers everyday by informing them about certain products which affects their beliefs and attitudes towards the company, product and/or service. However, advertisement is quite important in the perception of the business. After a business established its clientele, not every business stresses importance of having a large advertisement budget.


Starbucks is one of those companies that does not follow aggressive advertisement strategies. Today, the coffee company mostly promotes itself through their logo and cups that have a high recognition value and are seen everywhere in NYC and all around the world. Additionally, the brand appearances not only in ever day life but also in the Media and in association with celebrities, promotes the company automatically and free of charge.

Starbucks uses in-store advertisement mainly for their products. They also have a seasonal media schedule where the company advertises a specific beverage that is more likely to be purchased during that specific season of the year, for example the "Pumpkin Spice Latte" which is highly marketed at the moment. Nonetheless, Starbucks is more concerned about institutional advertisement,to point out what Starbucks is about - the experience -.

  "Consumers and companies alike are going through profound changes based on complex and challenging economic realities. Everybody is looking for value, but value doesnt just mean whats cheapest, its about whats best for consumers, their families, their communities and the world around them.

Providing this value and living by our ethics is precisely what Starbucks has been doing for nearly 40 years and today we are poised to launch an extensive, long-term campaign to tell that story. As a loyal customer, we want to thank you for being an important part of our story and invite you to be among the first to discover the new campaign. "

Ch.15 Retailing

Starbucks is considered as a chain store because all coffeehouses are owned and managed by the company. Starbucks Coffee is the largest coffee retailer in the world. They have over 160 stores already in NYC- it seems like Starbucks is in every corner! Other than in the City, Starbucks locates it stores at highly observable places or central points such as train stations. The company also cooperates with other retail stores such as Macy's and Nordstorm to make aware of the brand and sell their coffee. Additionally, Starbucks licenses their brand for other drink and food companies to help build their following.

Starbucks is a specialty retailer, it is specialized in a given type of product - coffee. Therefore, consumers focus on the "rich experience" rather than the price that is define as high-end.Starbucks "experience" or "retailing mission" is to provide a relaxing and familiar atmosphere in which people can enjoy a good cup of coffee and the company of their friends. The "experience" also includes distinctive products, the store's overall atmosphere and costumer service.

I visited a Starbucks store in Hoboken, NJ in order to report about the retail experience from first hand.

My immediate first impression was the coffee smell and its open store design. The store is quite spacious which allows customers to wander around. The counter space is small, whereas the seating area offers cozy couches as well as small to large community tables. Many coffeehouse are small and feel narrow and cramped. Starbucks though, encouraged me to stay and to enjoy my coffee in the store instead of taking it to go. The colors of green, brown and worn wood give the store the sense of life (green) and high standard (wood). The furniture design is carefully planned around organic and manufactured components.The modern and tuneful but also neutral music, which is kept on an appropriate volume level,  is the frosting on the cake. However, after the ambient and overall atmosphere of the store convinced me, I was ready to test the costumer service.

On purpose, I acted like an "annoying" customer who could not decide what kind of beverage to choose. I started asking questions about a few different drinks. The staff was pretty informative and able to describe the single drinks in detail. Also, the lady who served me was patient and friendly. She did not make me feel uncomfortable at all. After I finally decided what to choose, the lady asked me for my name which she wrote on my cup. I never recognized and thought about the fact that they actually invest time to write your name down and even ask you how you spell and pronounce it.I concluded that this gives you a  feeling of intimacy and more importantly the feeling of human interaction. It is commonly seen that retailers just give out a receipt with a order number on it. Than you have to wait until your order is prepared and they call your number; in most stores you are treated exactly like that principle: You are just another number that comes and goes.

Ch.6 Consumer Decision Making

The "Consumer Decision-Making Process" is what every single customer goes through before trying out a new product or brand. It is quite essential to know how the customer comes to its final decision- buying or not buying.

Consumer Decision Making Process

This Exhibit shows the single steps of that process. Of course, not everybody will have the same need nor information.All these steps are depended on cultural, social, individual and psychological factors.

The effort- and time investment depends on what the customer wants to purchase. More time and effort will be invested on more expensive goods. Since Starbucks sells beverages and food, the decision making process is not as complex as it would be when buying a house or car. 

The first stage that would lead a costumer into a Starbucks store is the need recognition of coffee. Since Starbucks belongs to one of the top coffee brands, people will automatically think of the company when it comes to satisfy the need. 

Because Starbucks belongs to the low-involvement product purchases, the customer does not exactly know what kind of beverage the person might want until he/she gets into the store.Therefore, Information search takes place while being at the store. The coffee brand provides in store promotion by eye catching advertisement of popular or new products (drinks or food) or having programs such as "one free coffee day" / "happy hours" to promote their coffee.

After being in one of Starbucks coffee houses, the customer will quickly notice the unique ambient that the store offers. Starbucks comes out on top when it involves alternative evaluation most of the time because of their unique "experience". Starbucks is able to build up human contact through their employees. Those try to make the customer feel good about being at Starbucks. Not for nothing Starbucks is considered as a high prestige-brand.

The next stage is purchasing. Starbucks is a beverages company, it does not happens all to often that a customer walks in because of the desire of coffee, but walks out without a cup. In most cases, the customer already decided to purchase by the time he/she stepped into the store. 

Overall, most of Starbucks customers are retained. They know what they want and what they can expect from experience. That is one major reason why most of the customers are satisfied with the product after the purchase ( Purchase evaluation). Furthermore, because of Starbucks great amount of loyal customers, the Consumer Making process is irrelevant. It is basically reduced to two stages: need recognition and purchase.

Ch.5 Developing a Global Vision

" To create distinctive Starbucks experience in the face of rapid growth "

Starbucks is the worlds largest coffee retailer with 5,500 stores in 50 different countries in the world. 11,o68 stores are placed in the US - it leads to a total store number of almost 16 600 stores.
Throughout the whole world, Starbucks sticks with it common goals and company culture ( Global marketing standardization/"One product,One Message Marketing Mix"), while product offerings are modified to local taste. For instance, Starbucks in Germany does not offer the exact same breakfast items that are offered in the US simply because bagels or some other items are not typical for breakfast in Germany.
Starbucks enters the foreign market mostly through licensing arrangement's or joint ventures with local retailer. Some of the international coffee houses are also company owned or operated. The first international coffee house were launched in Japan with the help of a Japanese retailer SAZABY.INC in 1996.
The company is concerned about their international neighborhoods just the way they are in their own country. It is highly important for Starbucks to carry their "mission"- to be more than just a coffee house - out of the US.

“We remain highly respectful of the culture and traditions of the countries in which we do business. We recognize that our success is not an entitlement, and we must continue to earn the trust and respect of customers every day.” Howard Schultz

Additionally, the company committed themselves to support their international communities with "Starbucks- Shared Planet" .

"Starbucks is dedicated to supporting communities around the world – where we live, where we work and in the countries where our coffees are produced."

Overall, Starbucks as the world largest coffee house brand still earns the most of their revenues and positive feedback from their native costumers. One major point that hinders many consumers to buy at Starbucks  overseas is the high price that the company charges. For example in Germany people have to pay for a small Frappuccino  4 Euros which is almost 6 US Dollar. The same Frappuccino cost in the US 4 Dollar.

Ch.4 The marketing Enviornment

Starbucks severs a variety of people everyday. From toddlers who enjoys to eat a vanilla scone to an old lady who drinks her fresh brewed coffee - people of all different ages can be seen at Starbucks.

The company primarily tried to target men and women in the age of 25 - 40 who are well educated, affluent and hip in order to symbolize Starbucks' status of being a high quality brand. Over the years Starbucks realized though that the actual target market is younger and less educated as foreseen. Starbucks consumer are to 45 % adults in the age of 25 - 50 years with relatively high income and professional careers. The coffee house attracts those by their modern design and high class image. 40 % of the customers are young adults in the age of 18 - 25 who are primarily students who use the place to hang out, study, serve online or just gather. Starbucks appeals to young people mostly because of their young and cool visualization that they create through the right promotion such as concentrating on social network and new technologies. Kids and teens are the rest of Starbucks main customers who takes over approximately 15% of the target segment. These customers are mainly attracted to Starbucks milk shakes and pastries. They usually come with their parents or use Starbucks to study or hang out.

Overall, Starbucks represents a diversity of customers whose lifestyle and origin can hardly be classified since the profession does not longer delimit it.

Ch.3 Ethics & Social Responsibility

Ethics defines what is right or wrong. Business ethics relates to an individual's or company's decisions that society defines as right or wrong. Regarding to Starbucks, the mission statement shows that the company's work and business ethnics is based on " respect and dignity" not only to their stakeholder, partners and employee's but also to the community.


"At Starbucks, we have always aspired to be known as much for our commitment to social responsibility as we are for the quality of our coffee."


Starbucks set a high value on being a good neighbor to the community which also can be clearly seen in the Starbuck's mission statement ("Every store is part of a community, and we take our responsibility to be good neighbors seriously."). According to Starbucks, being a good neighbor considers "Bringing people together, inspiring change and making a difference in people's lives". For more than 10 years now, the company is greatly involved in a variety of environmental and community beneficial work all around the world, it became a part of the so called " responsible business practice". Starbucks started their journey towards their social responsibility by developing ways to reduce environmental impact of their stores. Since that time, the coffee brand has been doing important moves regarding their social responsibility. With " Starbucks - Shared Planet" the coffee company committed to dedicate their business to ways that are beneficial to the world - shareholders, farmers, workers, customers,neighbors and mother nature- by identifying three specific areas of improvement:  

• ethical sourcing -> responsible growing practice read more
• environmental stewardship -> reducing environmental impact and read more
• community involvement -> community service programs read more

[Recent updates to the "responsible business practice" can be viewed at http://www.starbucks.com/responsibility]

Furthermore, Starbucks announced to embed these values throughout their entire business, which includes company strategy, business practice and operation. They also try to involve the community by requesting their ideas and opinions ( Co Creation).

Ch.2 Strategic Planning for Competitive Advantage

Starbucks wants to distinguish themselves from other coffee houses presenting  their unique selling point which is the rich "experience" that goes beyond a cup of good coffee. Starbucks clearly positions themselves as an upsale brand that offers way more than just coffee. As the mission statement denoted, Starbucks is about the human connection. It targets students, workers, neighbors and all kinds of social classes to gather and have a cup of high quality coffee in a cozy and relaxing environment. Starbucks has left their business competitors way behind by identifying themselves as unique and valuable ( Product/service differentiation competitive advantage).

To provide the rich "experience" the marketing plan involves offering a place where customers like to get together other than their homes. Starbucks is taking care of that by supplying a inviting and comfortable ambiance with their comfortable furniture, relaxing music and other features such as free access to wireless internet, handicapped access, free books, etc. 

Additionally, Starbucks concentrates on strategy alternatives. The coffee house is always up to date by constantly creating seasonal custom-made beverages. It promotes prepaid and member cards called Duetto card and Gold card. They enlarge their line by selling their products to other grocery stores or restaurants. Also, the fact that Starbucks is the biggest coffee brand in the international market, benefits the company already in terms of competition.

The company has been able to convince their customers that Starbucks is more
than just coffee. Since the coffee house maintains a unique venue plus high quality products, it allows them to charge more for their products than their competitor such as Dunkin Donuts, MC Donald's, etc. for the same product. Therefore, Starbucks is known as a luxury coffee brand that gives many costumers a feeling of extravagance by simply holding a Starbucks cup.

Mission Statement

According to Starbucks:

"Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Here are the principles of how we live that every day:

Our Coffee

It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this; our work is never done.

Our Partners

We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.

Our Customers

When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers – even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.

Our Stores

When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life – sometimes slow and savored, sometimes faster. Always full of humanity.

Our Neighborhood

Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited in wherever we do business. We can be a force for positive action – bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility – and our potential for good – is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead.

Our Shareholders

We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks – and everyone it touches – can endure and thrive."

Ch.1 Brief history

Starbucks Cooperation is an international retail establishment that specializes in coffee products with the headquarter in Seattle, US. Starbucks buys high quality coffee beans, processes them and sells them to the licensed coffee houses and stores.

Starbucks was founded by three college friends. Gerald Baldwin, Gordon Bowker and Zev Siegl opened the first store called "Starbucks Coffee, Tea and Spice" in 1971 in Seattle,US. The concept of the name originated from the novel "Moby Dick". In the next ten years, three more stores were opened during that time period.

Business man Howard Schultz joined the company in 1982 as manager of Retail Operation and Marketing. When he stepped into Starbucks, which was one of the first one in Seattle in 1981, he was immediately hooked after his first cup of coffee. In 1983 Mr. Schultz traveled to Italy, the country of the traditional coffee houses. He was inspired by the warm, inviting atmosphere of "togetherness" that is a staple in those type of coffee houses. Starbucks was created to bring these senses to the United States.
           
                   "From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.

Our mission to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time."(www.starbucks.com)

The unique coffee brand Starbucks is not only famous for their own produced coffee brand, but also for a variety of espresso based drinks -the most famous one is the legendary "Frappuccino"-, alternative hot and cold drinks, which do not include coffee such as different flavored tea's or milk shakes, cakes and cookies, break fast, Cd's, cups, thermos, etc. pp.

2011, Starbucks is the major sales Representative in the specialized coffee industry. It opened over 15,000 coffee house worldwide.