Starbucks Case Analysis

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Starbuck: An Introduction In the year 1971 Starbuck’s commenced its operations in Pike’s Place Markets with a vision of providing the coffee-shops and bars in the vicinity with quality coffee. In the year 1982, Howard Schultz, the former vice-president of U.S. operations for Swedish coffeemakers of stylish kitchen equipments, took initiative to give Starbucks a new direction and vision. Schutlz, after visiting Italy was, to a great extent influenced by the Italian coffee bars and the culture prevailing there. For this he opened up a new coffee shop chain, Il Giornale by name. In August, 1987, Il Giornale, bought Starbuck and here started a new phase of the jubilant journey of Starbuck. By the end of 1987, Starbuck had already opened 17 shops and entered the Chicago and Vancouver market. In the year 1995, Starbuck was having 676 stores and diversified its product lines by selling confectionaries and music CDs. In 1996, laid its foray into the market of Japan, Singapore and Hawaii by a joint venture with Sazaby Inc., in the year 2000, the company had reached the milestone of 3,300 stores. Its empire ranged from England to Australia and had created a website with latest technology to keep up with its day to day operations. Today Starbuck coffee shops are present in the countries like Oman, Qatar, Saudi Arabia, Taiwan, UAE, Lebanon, etc where the brand was accepted with open arms by the consumers. In other words Starbuck had used the virgin coffee markets of Middle East and South East Asia well to spread its empire. The vision of Starbuck, of being a global brand seems to be coming true as we take a look at its strategic approach towards the goal. The company, as we can infer from its journey so far, is positive and hopeful about an even brighter future by providing a stronger base for future development in the international market and making its presence more

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