Why do people around the world are embracing Starbucks?

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Why do people around the world are embracing Starbucks?

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Abstract

Today, Starbucks is the first purveyor of the finest coffee in the world. Starbucks history began with the following interpretation: “more people needed to join the coffee bar culture […] smell the coffee and enjoy life a little more”. Starbucks started the in United States and now is expanding its business all over the world.

The key idea is that Starbucks not only sells a coffee but it also sells the Starbucks experience and now that is strategy that Starbucks works on. Indeed, today, the coffee trading that is practiced by Starbucks involves a different kind of romance - the base is purchase and loyalty.

Starbucks sells quality coffee in a relaxed atmosphere where people come between home and work. As I said before, the essence of Starbucks is not about the coffee, it's about the coffee drinking and the coffee-house experience. The company's objective is to establish Starbucks as the most recognized and respected brand in the world.

Keywords - Starbucks coffee, Starbucks coffee menu, Starbucks popularity, Starbucks strategy.

Introduction
The six success principles of Starbucks
Internationalisation strategy
Anti-globalisation likely to impact on Starbucks' future growth
Conclusion
Indicative bibliography

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Extract

[...] The company's goal is to become a great enduring company based on respect and dignity, that's why Starbucks' dream is to nurture human spirit. Starbucks continues to expand its retail operations, grows its speciality sales and pursues opportunities to leverage its brand through the introduction of new products and the development of new distribution channels. Environment accomplishments will permit to Starbucks to institute company-wide metrics and data collection systems in order to measure each store's performance. International sales represent 30% of total revenues and the company is still growing, we can say that it would grow more and more. [...]

[...] Why do people around the world are embracing Starbucks? Positioning brand Today, Starbucks is the first purveyor of the finest coffee in the world. Starbucks history began with the following interpretation: “more people needed to join the coffee bar culture [ ] smell the coffee and enjoy life a little more”. Starbucks started the in United States and now is expanding its business all over the world. The key idea is that Starbucks not only sells a coffee but it also sells the Starbucks experience and now that is strategy that Starbucks works on. [...]

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