Starbucks Coffee Company is the United States' leader in roasting and retailing specialty coffees. It operates in more than 1000 retail locations in 32 markets throughout North America and two new stores in Tokyo, Japan. Its goal is to build the most recognized and respected coffee in the world. Starbucks has been successful throughout the years and its success includes the following factors:
- Starbucks has location flexibility that helps to maximize its market share and build a regional recognition.
- It has agreements with retailers, restaurants, wholesalers, service providers, airlines that help to increase name recognition.
- Starbucks uses a licensing strategy in order to maintain high quality and strict control over all operations.
- It "applies the highest standards of excellence to the purchasing, roasting, and fresh delivery of their coffee."
- Starbucks is the "third" place where people can read, chat, listen and relax.
- It has exemplary customer service by providing training in order to have knowledgeable employees. Starbucks does its best to ensure that every customer is satisfied with every purchase.
- Starbucks has a direct mail program to increase sales by allowing consumers to choose various types of coffees from the convenience of their home.
- It provides many incentives for their staff members including health insurance, stock option plan, and a free pound of coffee each week.
- Starbucks respects the culture and traditions of other countries they do business with
Today Starbucks is a profitable $1 billion operation. Until recently there was no well- known place in the United States for people to purchase quality coffee products in a cafe like atmosphere. Starbucks' desire to have a high level of customer service has set a standard for the industry. Everyone that is employed by Starbucks is considered a valuable asset whether they are an entry-level associate or a CEO of the corporation. The...