The Starbucks Company. Success Strategy And Expansion Problems

Released on by Christian Mangold
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  • The Starbucks Company. Success Strategy And Expansion Problems Book Detail

  • Author : Christian Mangold
  • Release Date : 2010-12-09
  • Publisher : GRIN Verlag
  • Genre : Business & Economics
  • Pages : 11
  • ISBN 13 : 364077373X
  • File Size : 25,25 MB
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The Starbucks Company. Success Strategy And Expansion Problems by Christian Mangold PDF Summary

Book Description: 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.

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