The Starbucks Company. Success Strategy And Expansion Problems

By Christian Mangold

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 caf s? 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.

• Format: Paperback
• Language: English
• ISBN: 3668147868
• ISBN13: 9783668147867
• Release Date: February 2016
• Publisher: Grin Publishing
• Length: 12 Pages
• Weight: 0.11 lbs.
• Dimensions: 0.0" x 7.0" x 10.0"