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Coffee International, Inc.:
Starbucks' international strategy
Coffee International, Inc.:
Starbucks' international strategy
Mission Statement
From a small, Seattle-based coffee shop to an international corporate powerhouse, Starbuck's growth has a company has been a genuine international phenomenon. "Established in 1971 as a neighborhood retailer of gourmet coffee beans and fresh roasted coffee, the Seattle-based coffee superpower now boasts 15,012 stores in 44 countries around the world" (Levenstein 2010). Yet its mission statement is as follows: "Our mission: to inspire and nurture the human spirit -- one person, one cup and one neighborhood at a time" (Mission statement, 2010, Starbucks). Starbucks emphasizes community responsiveness. One of the hallmarks of the franchise was that, although it was part of a chain, every store had a slightly different character, depending upon its location, customers, and layout. However, when it expanded to other areas of the world, Starbucks had to even more radically think its core product, marketing, and presentation.
Product strategy
Starbucks markets itself as an affordable luxury in the U.S. It is often said that Starbucks was the first company to 'figure out' that people were willing to pay three dollars for a cup of coffee so long the drink was called a latte. While three dollars is considerably more than what Americans were used to paying for coffee pre-Starbucks, the price was still low enough that middle class people could enjoy relaxing in the store.
Distribution strategy
Even internationally, Starbucks tries to tailor its distribution strategy to the needs of the local market. Until recently, to...
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