![]() ![]() Greater China-including the mainland, Hong Kong, and Taiwan-represents another strategic growth market for Starbucks. Starbucks has also been successful in other European countries, including the United Kingdom and Ireland. However, coffee remains Starbucks core business to reach the ambitious goal of 40,000 shops worldwide, Starbucks is expanding aggressively in key countries. The company is also diversifying into movies and recorded music. In addition, Schultz has licensed the Starbucks brand name to marketers of noncoffee products such as ice cream. Starbucks founder and chairman Howard Schultz and his management team have used a variety of market entry approaches-including direct ownership as well as licensing and franchising-to create an empire of more than 12,000 coffee cafés in 35 countries. Today, Starbucks is the world’sleading specialty coffee retailer, with 2008 sales of $10.8 billion. Due to this, there is a risk of crucial trade secrets being disclosed.įrom modest beginnings in Seattle’s Pike Street Market, Starbucks Corporation has become a global marketing phenomenon.
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