Starbucks company profile study

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Berjaya Starbucks Coffee Company Sdn Bhd is an authorized licensee of Starbucks Coffee International, Inc. It is wholly owned subsidiary of Berjaya Group Berhad which holds 51% share and Starbuck Coffee International, Inc has 49% share capital of the company.
As a Starbucks franchisee in Malaysia, currently it is holding more that 45% share of the local gourmet coffee market. It operates Starbucks retail outlets throughout Malaysia and committed to offer the world’s best and finest coffee to Malaysians. The first Starbucks retail outlet was opened in KL Plaza on the 17th of December 1998 and the 100th outlet was opened in Jaya One, Petaling Jaya on the 20th February 2008 to hit a successful milestone.
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They also value ethics and good business practices and is a leader being voted one of 2010’s most ethical businesses by “Ethisphere” magazine for the 4th year running. But is ethics enough to sustain the popularity of the coffee among the people. Starbucks have created a whole new segment in the market. It has brought the coffee lovers and the chocolate lovers under one roof, enjoying them by their own or the perfect mixture of them both. Starbucks have reached their peak in the business and have created good competition around them. Though they do have a strong branding, competitors are earning their branding as well. There are four phases of any business. When Starbucks was first introduces in Malaysia, they barely had any competition at all. Starbucks introductory phase was a baby boomer in this country. The local coffee brewers were beginning to fall apart as Starbucks rise into the growth and maturity phase. Starbucks eventually reached its peak and gained interest from a huge part of the world. Therefore, Starbucks is currently in the mature phase since year 2008 where the only thing that Starbucks Corporation can do is to try to sustain its sales to remain in the market.

Starbucks is in a mature stage of its lifecycle. It
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