Christian Mangold

STARBUCKS (eBook, ePUB)

Success Strategy And Expansion Problems

• Format: ePub

Produktbeschreibung

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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Produktdetails

• Verlag: GRIN Verlag
• Seitenzahl: 6
• Erscheinungstermin: 9. Dezember 2010
• Englisch
• ISBN-13: 9783640773732
• Artikelnr.: 37730677