Abstract
Starbucks Corporation sells authentic coffee with more than 13,000 coffee shops in more than 41 countries. It has 4200 licensed franchises and 6000 outlets that are the property of the company. The main objective of the company is to establish Starbucks as the most recognized and respected brand in the world. The current chairman Howard Schultz has set targets for the long-term expansion of retail sales, product innovation and service innovation. According to Schultz, "The idea was to create a chain of coffee-houses that would become America's "third place?. At the time, most Americans had two places in their lives - home and work. But I believed that people needed another place, a place where they could go to relax and enjoy others, or just be by themselves. I envisioned a place that would be separate from home or work, a place that would mean different things to different people." (Moon) Starbucks has been widely implemented in the United States. The expansion of Starbucks in the world has steadily increased, from Asia to Europe (since 1998, starting with the United Kingdom), to Latin America and the Middle East. The creator of the coffee bar has managed to impose its green and white logo at every corner, on the cups, thermos, coffee mills, ice cream and cold drinks that are sold in supermarkets. It is no wonder that 35 million consumers visit at least one Starbucks coffee shop in a week. But more than being the leader of the coffee shop concept, the Starbucks International group also is known for its coffee bean roasting and branding of specialist coffee.
