Global Business Strategy Of Starbucks Corporation
This report seeks to examine the global business strategy of Starbucks Corporation. The first Starbucks store opened in 1971, owned by academicians Jerry Baldwin, Zev Siegel and Gordon Bowker (Starbucks, 2007). The company initially specialized in quality coffee and teas and became an immediate success, opening branches in other parts of the country. In the early 1980s, Howard Schultz joined the company as marketing executive and after a business trip to Italy, got the innovative idea to bring the café community he witnessed there to the United States. This commenced the Starbucks brand as recognized today. In 1987, Schultz became the new owner (Cateora & Graham, 2007) and in 1992, the company went public thus establishing the product as a quality merchandize. Since then, Starbucks has seen tremendous growth, growing its brand globally with stores located even in Japan and Singapore. According to Schultz (2013), Starbucks has over 18, 000 outlets in 62 countries worldwide.
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