The Starbucks Company. Success Strategy And Expansion Problems
Author | : Christian Mangold |
Publisher | : GRIN Verlag |
Total Pages | : 11 |
Release | : 2010-12-09 |
ISBN-10 | : 9783640773732 |
ISBN-13 | : 364077373X |
Rating | : 4/5 (73X Downloads) |
Download or read book The Starbucks Company. Success Strategy And Expansion Problems written by Christian Mangold and published by GRIN Verlag. This book was released on 2010-12-09 with total page 11 pages. Available in PDF, EPUB and Kindle. Book excerpt: Essay from the year 2010 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Applied Sciences Wernigerode, language: English, abstract: Starbucks’ CEO, Howard Schultz, asks an interesting question: “What would happen if one takes the high-quality coffee from Starbucks and connects it with the charm and atmosphere of European cafés? Starting from this idea, the company developed in a unique way. Starbucks is now the world leader in the premium coffee market with 128,898 employees in more than 17,000 locations and a revenue of US $ 9.77 billion. Starbucks has revolutionized the coffee business. Its main marketing strategy is to present the Starbucks store as a “third place” between work and home. Starbucks has expended rapidly abroad, but there were and are some cultural differences through which Starbucks has problems. I will try to analyze these problems and demonstrate solutions.