preview

Starbucks Inc. An International Coffee House Chain Essay

Decent Essays

Introduction
Starbucks Inc is an international coffee house chain that is based in Seattle Washington, United States. The company is termed as the largest coffeehouse in the world with a total of over sixteen thousand store outlets in a total of forty-nine countries (Schultz, and Jones, 1999). The company has invested heavily in the production of drip-brewed coffee, hot and cold drinks, mugs and coffee beans, and espresso-based hot drinks (Jang, and Jung, 2013). The company also has an entertainment division that happens to deal with entertainment products as well as investing a lot in the process of marketing films, books, and music (Koehn, and Grundy, 2001). As a result of its operations, the company employees a number of marketing strategies in different countries for purposes of making its products have an impact in different markets where it operates (York, 2010).
The process of making a company product to be recognized by the targeted customers happens to be one of the most important in an organization. As such, the whole process calls for the organization to invest robustly in the product promotions (Hong, Yang, and Rim, 2010). It is important to note that different consumers tend to feel highly satisfied while consuming those products that always attracts strong brand loyalty to them (Koehn, Besharov, and Miller, 2008). Thus, this paper will give an outline of a dissertation that will be looking at the strategies that the company employs in the United Kingdom and

Get Access