STARBUCKS COFFEE CO Essay

This essay has a total of 432 words and 3 pages.

STARBUCKS COFFEE CO



Starbucks Coffee Co. changed the concept consumers had about drinking coffee. With more
than 1000 outlets across the USA (1997 numbers) and the intention of doubling that over
the next 3 years and considering international expansion, the company has transformed a
simple beverage into a lifestyle accessory with as much elegance as the latest fashion.
The Seattle based chainís success over the past 25 years has a lot to do with the quality
of the product, which has attracted a loyal and growing following among consumers.

The retail strategy has been to put a coffee shop on every corner and to make fresh-brewed
coffee by selling only the highest-quality products and charging a premium price. However,
the product mix has changed significantly over the years, with beans accounting for about
15% of the chainís sales. Meanwhile, Starbucks is expanding its offerings, with a line of
ice cream for supermarkets and a joint venture with Pepsi Cola to market Frappuccino.

At the same time, the company continues to develop sales in alternative outlets, including
foodservice and non-traditional retail sites as United Airlines, Holland America cruise
line, Seattle Kingdome, an Alliance with Barnes & Noble bookstores, among others.

As mentioned above, to keep the growing pace, the company is considering expanding to
international markets, especially Japan and APAC countries. Thatís the main objective of
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