Starbucks coffee

STARBUCKS COFFEE


INTRODUCTION

Starbucks coffee is a growing company. This year it has gained a spot on the fortune 500 with being number 456. Starbucks goal is to become the leading retailer and brand of coffee in each of its target markets by selling the finest quality coffee and by providing superior customer service by building a high degree of customer loyalty. It will increase its market share in existing markets and to open stores in new markets where the opportunity exists to become the leading specialty coffee retailer. “Establish Starbucks as the most recognized and respected brand in the world. To achieve this goal, the Company plans to continue rapid expansion of its retail operations, grow its Specialty Operations and selectively pursue other opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels” (Annual Report 15).

History

The first Starbucks was opened in Seattle at ...