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Essay

Starbucks's international strategy

Essay specific features

 

Issue:

Business

 

Written by:

Nelida S

 

Date added:

October 2, 2012

 

Level:

University

 

Grade:

B

 

No of pages / words:

17 / 4757

 

Was viewed:

5769 times

 

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Essay content:

Even now, the company has evolved to be a household name and transformed the commodity of coffee from a luxury into an upscale culture phenomenon. The very name Starbucks is practically synonymous with coffee. As opening the first location in 1971 in Seattle’s Pike Place, nowadays, Starbucks has become the largest specialty coffee store, with nearly 16,000 stores and more than 170,000 partners (employees) in 44 countries (Starbucks, 2007), and has already gone public in American and Japan market...
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Since 1992, its stock has risen a staggering 5,000 percent. The success of Starbucks lies in its ability to create personalized customer experiences, stimulate business growth, generate profits, energize employees, and secure customer loyalty-all at the same time (Machelli, 2006). For Starbucks, their knowledge of where the finest coffee beans are grown, the knowledge of how best to prepare them in order to make the best cup of coffee and also the knowledge of how best to approach a foreign market as, of their industry competitors, they are the most successfully globalised...
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