Starbucks - Going Global Fast (case study)

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Starbucks - Going Global Fast (case study) I. Summary Starbucks is an American worldwide coffee company based in Seattle, Washington. It was founded on March130, 1971. Actually, it is considered as the largest coffee shop chain in the world with total stores of 17,651(as of July 1, 2012, official company’s website) locally and internationally. Starbucks stores are serving both hot and cold beverage, snacks, pastries, sandwiches and other non-coffee products. Different mugs in term of shape, size and color are available as well. After foundation, the company experienced an immense and huge expansion that only few companies managed to do it. In fact, Starbucks has several stores in both USA and worldwide. Its expansion philosophy makes it…show more content…
Additionally, Starbucks is really facing a major local problem with its customers, especially, the young coffee drinkers. Even though, the firm introduced many services inside its coffee shop such as free high speed internet, still the young generation, is unable to afford for a cup of coffee. In fact, it’s not only about providing free and interesting services inside the stores, but it is also about pricing. The company should lower its price instead of investing dozens of dollars in acquiring these services for consumers for free. Hopefully, the company can overcome these issues by lowering the opening store rate and deciding to close stores that they believe they are useless. To go further, the firm may completely change the design, the name of existing stores; therefore, the company will be able to introduce something new to the market and exciting to the consumers. Starbucks may also need to deeply understand and target the youth segment by introducing new products inside its stores and lowering its prices such as offering special discounts on its menus for students. Even though, the company used to offer outstanding working conditions such as offering health insurance to its employees, employment conditions become tougher. Employees pledge to work heavily without asking for any extra money that will at least make a descent income; many
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