Starbucks Corporation is an international leader in bringing coffee and the coffeehouse experience. As the company grew from a single store in Seattle, USA (1971) to thousands of stores worldwide, it has kept its mission statement clear and concise: “To inspire and nurture the human spirit- one person, one cup, and one neighborhood at a time” (Starbucks, 2009). It is their enthusiasm, high-quality coffee and exotic tea and good business sense that help them create the Starbucks of history. Starbucks is not just to please the mass-market appeal, but also to provide high-quality services. In Starbucks comfortable environment, customers can sit down and relax with special jazz and blue CDs while enjoying a wide choice of coffees such as fresh brewed coffees, different Italian-style espresso drinks, cold blended beverages (Frappuccino), packaged roasted whole bean coffees, or Via Ready Brew and Vivanno Smoothies instant coffee with fresh pastries and other food items. Also, the company mainly relies on word of mouth, so that more and more people have been coming into their stores. Product prices will not always be very high, and this is one of the reasons that Starbucks has been attracting so many customers for decades.
To begin with Strengths, Starbucks’ reputation with high brand equity cannot be denied. Starbucks is one of the most well recognizable brand names with high brand loyalty, perceived quality for fine products and services, and strong brand associations. With almost 9000 cafes and 16000 coffee shops in almost 40 countries worldwide, Starbucks Corporation is a very profitable organization, earning in excess of $600 million in 2004.
The company also cares about the concept of environment, which is mentioned in the mission statement as well. The internal environment that Starbucks tries to create in its stores is a comfortable place where a customer “can sit for five hours with a single cup of coffee’.
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