Starbucks coffee is the most well-known coffee brand in the world. The company’s mission statement is: “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time (Corporation)”. The company has grown rapidly since it was bought in 1987 by Howard Schultz, and currently operates all over the world. In 1995, the company expanded to selling bottled frappuccinos due to a partnership with the Pepsi Corporation. At the end of 1996, Starbucks employed over 20,000 employees and operated over 1,000 stores in thirty-two markets in North America (Kachra). By 2002, ...
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Executive Summary
Starbucks is rated as one of the world’s most valuable brands, with global sales exceeding a whopping $17.01 Billion, the company engages in the manufacture and sales of coffee and tea, and operates in multiple segments, globally, that includes, Americas; Europe, Middle East, and Africa; China/Asia Pacific; Channel Development; and Other. The target markets of Starbuck are Adults, Young Adults and Kids and Teens, with a focus on both genders, i.e. male and female. The competitive advantage that Starbucks have against the competition is the status symbol and also the experience that the brand is selling and this ...
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