The Starbucks Company. Success Strategy And Expansion Problems
Success Strategy And Expansion Problems
Business & Finance, Management & Leadership, Management
| Author: | Christian Mangold | ISBN: | 9783640773732 |
| Publisher: | GRIN Publishing | Publication: | December 9, 2010 |
| Imprint: | GRIN Publishing | Language: | English |
| Author: | Christian Mangold |
| ISBN: | 9783640773732 |
| Publisher: | GRIN Publishing |
| Publication: | December 9, 2010 |
| Imprint: | GRIN Publishing |
| Language: | English |
Essay from the year 2010 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Applied Sciences Wernigerode, language: English, abstract: Starbucks' CEO, Howard Schultz, asks an interesting question: 'What would happen if one takes the high-quality coffee from Starbucks and connects it with the charm and atmosphere of European cafés? Starting from this idea, the company developed in a unique way. Starbucks is now the world leader in the premium coffee market with 128,898 employees in more than 17,000 locations and a revenue of US $ 9.77 billion. Starbucks has revolutionized the coffee business. Its main marketing strategy is to present the Starbucks store as a 'third place' between work and home. Starbucks has expended rapidly abroad, but there were and are some cultural differences through which Starbucks has problems. I will try to analyze these problems and demonstrate solutions.
Essay from the year 2010 in the subject Business economics - Business Management, Corporate Governance, grade: 1,3, University of Applied Sciences Wernigerode, language: English, abstract: Starbucks' CEO, Howard Schultz, asks an interesting question: 'What would happen if one takes the high-quality coffee from Starbucks and connects it with the charm and atmosphere of European cafés? Starting from this idea, the company developed in a unique way. Starbucks is now the world leader in the premium coffee market with 128,898 employees in more than 17,000 locations and a revenue of US $ 9.77 billion. Starbucks has revolutionized the coffee business. Its main marketing strategy is to present the Starbucks store as a 'third place' between work and home. Starbucks has expended rapidly abroad, but there were and are some cultural differences through which Starbucks has problems. I will try to analyze these problems and demonstrate solutions.
