Starbucks

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Starbucks: Marketing Plan

Anthony Arola, Jin Kim, Machaela Manning

Principles of Marketing, BUSA 308 Professor Harmon May 10, 2007

Starbucks

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Company Description
In 1971, three friends, Jerry Baldwin, Zev Siegel, and Gordon Bowker decided to open a coffee store at Pikes Place Market in Seattle, Washington. They named this store, Starbucks Coffee, Tea and Spice. This store sold coffee beans and dependable, high quality coffee making equipment. At this time, Starbucks was considered a private company. In 1972, the trio hired Howard Schultz to manage the sales of retail and to take charge of the marketing of the company. After a trip to Italy, Schultz opened another store, called Il Giornale, which was eventually combined with Starbucks Coffee, Tea and Spice. Once these two companies merged, they became known as Starbucks Corporation. In 1992, Starbucks became a public company, partnering with other companies, such as Barnes & Noble, Inc. and PepsiCo. Starbucks Corporation grew quickly, opening many stores throughout the world. Starbucks Corporation seemed to be on its way to achieving its goal of becoming the most well-known coffee company in the world. In 1999, Starbucks acquired the tea company by the name of Tazo. Also in this year, Starbucks signed a contract with Albertsons that would allow them to open multiple coffee stands inside of the grocery store. There, they would also sell their newer bottled drink, the Frappuccino, Tazo tea, and other Starbucks merchandise. By 2002, Starbucks had about 4,709 (a few years later this has more than doubled) stores throughout the world, in almost thirty countries, selling ice cream, supermarket coffee beans, coffee brewing equipment, coffee flavored drinks, teas, books, and compact discs (Kembell, 2002).

The first of these is to use the finest coffee beans to make their drinks.Starbucks 3 Business Mission Starbuck’s vision is to become the most recognized coffee brand in the world. In order to accomplish this goal. The fourth and final component is to strive and to reach the companies full potential. Starbucks follows four guidelines. “It assumes that as a recognized brand it does not need to. Apply the highest standards of excellence to the purchasing. The six principles are: • • • Provide a great work environment and treat each other with respect and dignity. Starbuck’s mission statement is to. Embrace diversity as an essential component in the way they do business. The company lacks in this component because it does not specify what business the company is in. Starbucks has six guidelines that they follow when making marketing decisions. These guidelines are in an effort to make Starbucks the most recognized and the most respected brand of coffee. 2002).starbucks. roasting and fresh delivery of our coffee. • • Develop enthusiastically satisfied customers all of the time. “establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining [their] uncompromising principles [as they] grow” (www.” be specific.com). (Kembell. over all of the other coffee companies by creating a memorable image. Starbucks prides itself on using the best quality supplies to make their products. Contribute positively to our communities and our environment. . The third component is providing a summary of the role of what Starbucks does. The second component is to make sure that consumers think of their store first.

Strive to buy. Recognize that fiscal responsibility is essential to their environmental future. Encouraging all partners to share in their mission (www. to please their customers. (www. Their high quality products also make their name well known and respected by their customers. Starbucks believes that it is important to make their employees happy. so they have a second mission statement concerning the environment. sell and use environmentally friendly products. Starbucks is also concerned with the well being of the environment. Instill environmental responsibility as a corporate value. Measure and monitor progress for each project.com).starbucks. Starbucks is known for the good treatment of their employees and for their high level of customer service.starbucks. 4 Starbucks’ mission is meant to benefit both its employees and its customers. This mission statement says.Starbucks • Recognize that profitability is essential to our future success. in turn. so they will.starbucks.com). Starbucks has stated that it will: • Gain an understanding of environmental issues and share that information with their partners. In order to achieve this mission. “Starbucks is committed to a role of environmental leadership in all facets of our business” (www. • • • • • • Developing innovative and flexible solutions to bring about change. Marketing Objective .com).

They are known to be accepting of diverse groups of people because they bring in ideas for new growth opportunities.com). Australia. Currently. Sometimes. Starbucks has stores in thirty-six different countries including United Kingdom. this means putting two different Starbucks locations within a block of the other. and Singapore (Starbucks 2007). Starbucks . 2007. Starbucks has begun to look to international markets to further its sales and growth. Canada. However in order to do this Starbucks risks cannibalization. we succeed” (www. Thailand. For this reason. The company is now pushing their brand name internationally and it is very optimistic about their potential growth. the company has about 13. “When we embrace diversity.starbucks. Starbucks believes that without diversity. and plans to have at least 40. Starbucks believes it is important to have a good relationship with their customers wherever they are located.Starbucks 5 As of March 17. Starbucks will attempt to add stores in cities where its logo are already commonly recognized. the company insists on using high quality goods and services. President and CEO of the Starbucks Corporation states.000 stores worldwide. The company also prides itself on being very open to diversity because they believe that without diversity. their company would not be as successful as it is now. their company would not have grown into the highly successful international company that it has grown into today. Within the next few years the company plans on attaining this goal. Situation Analysis Industry Analysis Trends Currently.000 stores. Jim Donald.

During this last fiscal year. where they have a strong brand name recognition base. Inc. This “close proximity” strategy helps to aid Starbucks in reaching their global store location goal. Dunkin Donuts. Brazil. getting a cup of coffee from a gas . It also is the largest market in Latin America. They are also looking to expand into more European countries such as Russia. has opened its first store in Moscow. Starbucks added 665 stores internationally. However. This type of growth presents an opportunity for international expansion for Starbucks. 6 Another reason for opening two stores close to each other is so people do not have to wait in long lines to purchase Starbucks products. Starbucks largest competitors are McDonald’s. Russia. Russia is one of the largest and most rapidly developing countries in Europe. Starbucks plans to open their first store in Sao Paulo. Yunker (2007) says. Pete’s coffee. This will be done through a joint venture company. and Caribou Coffee Company. Tully’s coffee.Starbucks does admit to seeing see some cannibalization of their stores when two are operating within close proximity of each other. Brazil is the world’s largest coffee producing country and coffee is widely drunk it Brazil. there is also the threat of substitution which includes everything consumers drink that does not involve going to a Starbucks. in the fourth quarter of the 2007 fiscal year. According to Starbucks gossip (2006). Dietrich’s coffee. called Starbucks Brazil Comercio de Cafes. Competitors In Starbuck’s annual report. Starbucks does not plan to stop when they will have a presence in 36 countries outside of the United States. Starbucks. This can be as simple as a consumer brewing their own pot of coffee at home.

assess. Starbucks must continue to recognize that our world is in a cycle of continual change. and working through their weaknesses. Strengths With all of the competition in the coffee industry. and has numerous opportunities. However. and most importantly. milk. they need to focus externally and concentrate on the wants and needs of their customers. . This is Starbucks’ single greatest differentiation strength and is the main reason why they have been able to maintain a competitive advantage over the coffee industry. Starbucks needs to take advantage of all available opportunities and protect themselves from potential threats. and experiment with. SWOT Analysis Starbucks global presence provides the organization with widespread brand recognition and a strong customer base. The switching cost for the consumer is virtually nonexistent because there are other options for the consumer to choose from. Starbucks sets itself apart from all other coffee manufacturers through their ability to brand their products through product differentiation. there are frequent threats as well. Furthermore.Starbucks 7 station or simply drinking tea. building upon their strengths. Starbucks needs to analyze their internal issues. They have to understand their company’s strengths and weaknesses in order to evolve with their changing desires of the market. soda. Each of these threats has to be taken seriously. Currently. recognizing their strengths and weaknesses. and water. just as there are constant new opportunities that Starbucks can observe. the company is extremely strong.

Media Korea (2007) says that. 2000-2007). Having such a broad range of items allows Starbucks to customize their products to meet the consumer’s demands. A third strength to Starbucks is how it has diversified into other products other than coffee and confections. as well as wireless internet being offered at many locations. Starbucks provides their employees with great benefits. pastries. and magazines are available. operating under the name of “Hear Music. fruit drinks. and even music. creating additional revenue for their company. Because of this strong brand name recognition.” Starbucks created Hear Music with Concord Music Group.” complete with comfortable lounge chairs. the company has been in the music industry since 1995. One such example is Starbucks entrance into the music and film industry with the creation of Starbucks Entertainment. where music is playing. Along with their beverages. The company is a reported to be one of the better companies to work for. A final strength of Starbucks is that it is one of Fortune Top 100 Companies to Work For in 2005 (SWOT Analysis: Marketing Teacher. bagged coffee beans. Starbucks offers its customers a place to sit and “hang out.Starbucks 8 Starbucks has currently taken over the coffee industry in the US. Starbucks has been able to build a strong customer loyalty base. A second strength to Starbucks is that it provides its customers an unique atmosphere. and has sold their products in their stores. Starbucks offers a vast range of coffee drinks. they have also created bottled coffee drinks and ice creams that have added to Starbucks’ brand recognition and product portfolio. They promote the idea of sustainability in the environment and . By having this comfortable atmosphere Starbucks sets itself apart from its competitors.

Another example of a single and shortsighted weakness within the Starbucks supply chain is the Italian supplier of its espresso machines. Another weakness of Starbucks that has to be considered is its cultural associations with the West (in particularly America). Briefly. economic and political upheaval within the supplier countries. While it was eventually able to catch up. Weaknesses One critical weakness that Starbucks faces is relying too heavily on the suppliers 9 of its products. Buchanan (2007) gives an example of one of these disruptions when he states that there will be shortage of fresh coffee beans in the winter of 2007 because of smaller coffee harvest in Brazil. The most critical being its source of coffee beans. social.Starbucks they also seem to be a highly ethical company. The company has expanded their . This company service machines for both its daily operations and those sold within its retail stores for its consumers. This particular small supplier is currently the sole source for all of the Starbucks espresso machines and parts. this shortage did have an adverse affect on Starbuck’s new store openings and operations for a short time. This supplier is vulnerable to the same threats as the other suppliers and recently had production problems due to the high demands of Starbucks. High fuel costs and disruptions on their shipping operations are all potential weakness as well for Starbucks. While it has spent years building up strong relationships with its coffee bean suppliers from foreign nations. These disruptions include bad crops. any type of disruption within its supply chain could hurt their bottom line. Employees are often satisfied with the company because it is very stable and takes good care of them. this company had troubles keeping up with the demands of the Starbucks Company.

such as Starbucks. many opportunities have surfaced for the company. In fact. which is the most common beverage in China. The people of China also want Starbucks out of their country because they view Starbucks as an American company. Starbucks sees China as its most potential market. However. 2005). It will also attract new customers and significantly increase revenues. As mentioned earlier. therefore. Liqueurs flavored with coffee represent a good share of the liqueur market. the Chinese people do not drink very much coffee. Opportunities With Starbucks continuous growth. The company wants to expand in areas such as Brazil. Starbucks also has to continue utilizing their opportunities of entering the global market. announced that some of their people wanted Starbucks out of their country (Beijing. Recently. Instead of drinking coffee. This promotion backfired on them and now groups of people in China want the company out of their country. India. and this new product line will expand its product mix. the capital of China.Starbucks 10 business into many countries throughout the world. which accounts for 15% of the US market retail of coffee. 2005). promoting a product that does not appeal to the people they are trying to target. Starbucks is. 2007). They do not want to lose their culture to American companies. Starbucks believes Brazil and Russia could . Starbucks appears to be bound for further growth and expansion in the future. they drink tea. Beijing. and Russia (Datamonitor. Starbucks has already acquired over 40% of the specialty coffee market. Starbucks has recently signed an agreement with the wine and spirit group Jim Bean Brands to develop and market a Starbucks branded coffee liqueur drink (Datamonitor. so the company thought they should expand into it.

The company found that its customers come not only for its coffee . Green coffee prices have been affected in the past. and Tim Holton’s. The company is focusing on the cities where the company has a lot of room for growth.Starbucks 11 be great markets for them. The specialty coffee market has had many new entrants in recent years. and financial resources could enter this market at any time and compete directly against Starbucks. 2005). Any of these competitors with operating. political and economic conditions which may adversely affect the company’s business. marketing. As mentioned before. 2005). Starbucks is aware of their competition and seems to be planning accordingly (Datamonitor. Threats Although Starbucks has experienced many opportunities and much growth throughout its history. “The supply and prices of coffee experience high volatility. Milk and other dairy products represent between 3-5% of Starbuck’s sales and sustained increase in prices could affect the company’s profit (Datamonitor. Starbucks’ major competitors include McDonald’s. Wendy’s. including weather. 2005). The company’s requirements for quality standard coffee exposes it to multiple factors in the producing countries. there are many potential threats that the company has to be aware of. and may be affected in the future” (Datamonitor. The world coffee market is very competitive and is growing. The company also faces threats of rising dairy costs. Raw milk price is increasing day after day. Marketing Strategy Target Market Strategy Starbucks bases its overall marketing strategy on providing their customers with an unique experience.

Its customers come to talk with friends. Marketing Mix . they will continue to do business with Starbucks.Starbucks 12 but for the atmosphere that Starbucks provides. Even if an individual does not drink coffee. Whether they are shopping. and drink their coffee. income. Starbucks tries to appeal to as many people as they possibly can with quick and easy-to-use channels. (Adamy. 2006). a place where customers enjoy coming to and stay longer than they plan. Overall Starbucks tries to reach its customers wherever they might be. It wants each store to be comfortable and unique yet still feel like a coffee shop. Thus Starbucks focuses on the image that it projects to the public. recently. However. (Kembell. as critics point out. 2002). Starbucks has begun “inadvertently” appealing to a younger demographic. read. This would give Starbucks a secure future because as this generation continues to grow older. Starbucks offers other products such as tea. But although their typical customer tends to be more educated their website says that. study. listen to music.Starbucks. This younger demographic includes students who are in junior high and high school. If the customer does not like stopping by its retails stores. Starbucks main target market is people who are educated and tend to read more than average. driving to work. they continue to sell products that appeal to children. “Starbucks customers are people of diverse ethnic.com). or taking a leisurely day off Starbucks wants a convenient location nearby. they offer ways to order their products online and through the mail. Some critics even think that the company is targeting children in an attempt get them as customers when they are young.” (www. Starbucks denies that they are targeting children but. enjoy a quick snack. and age groups with varying tastes and interests.

They also use many different types of coffee such as Colombia Narino Supremo. 2002).” (Kembell 2002). 2002). “fresh rich-brewed Italian style espresso. Starbucks offers its customers a. uniform cream at the top of [the] Espressos. Starbucks saw that they were excluding some consumers. However with all these different products Starbucks main focus is on their coffee. These products that they offer include coffee. they decided to start selling it. These espressos are made of high quality coffee beans whose purchasing and roasting are oversaw by Starbucks employees.” (Kembell. and coffee accessories. In addition to coffee Starbucks also serves tea. strong flavor that is maintained … [so] that the freshness of the beverage stays longer while undesirable flavors are minimized. They think that the less they satisfy these requirements the less likely the customer will want to go there. and Café Verona to appeal to a broad range of people. . Tazo Tea. Starbucks chose to acquire this company in 1999 because it wanted to attract a different demographic of customers. tea cappuccinos. CD’s. Starbucks believes that these requirements are a major part of their appeal. books. (Kembell. supplies the company with many premium and herbal teas as well as tea accessories. Furthermore each espresso is required to have a “thick. DVD’s. based out of Portland Oregon. ice cream. A lot of people who did not drink coffee could not come to Starbucks.Starbucks 13 Product Starbucks offers its customers a broad array of products to try and satisfy many of its customers various needs and wants. After finding out that these consumers who will not drink coffee usually drink something very similar such as tea.

such as gift boxes and chocolate bars. (Shultz. Starbucks has whole and ground up coffee beans available for its customers to purchase. and canisters. At each Starbucks store there is coffee related accessories and equipment available. (Kembell. because chocolate and coffee often compliment each other. they can grab something quick to eat while they are getting their coffee. 2005). 2002). cleaners. When one is bought the other one is often bought with it.Starbucks 14 At Starbucks stores they offer a variety of pastries and confections to satisfy their customers need for a snack. They decided to include chocolate in their products. In the Seattle area Starbucks has also begun selling Top Pot Donuts at their store. stainless steal coffee filters. These snacks are there so the customer can have something to eat with their drink. Top Pot Donuts is the only non-Starbucks product that the company sells and they chose to break their company policy to include it in their store. Or if that customer is late for work and forgot to eat breakfast. It appears that these products are being targeted to people who do not want them. They come to Starbucks because they enjoy coming and they do not want to spend the much money on an espresso machine. The sweets include after-coffee mints and lollipops. Many of the customers in that area enjoy these donuts and Starbucks chose to make this part of their pastries and confection section. They are often at high prices and the customers who usually come into the store do not need the products. .However Starbucks is having a hard time finding ways to sell these products. They sell these beans for both drip coffee and for espresso machines. These include accessories such as espresso machines. Starbucks also sells sweets and chocolates.

satisfied employees serving the customers. talk. (Kembell.Starbucks 15 Starbucks bases its whole appeal on the environment that it provides for its customers. Place/Distribution Starbucks is the biggest coffee retailer in the world. The customers are buying the experience that Starbucks provides with the product. This includes office building. but to come in.000 stores in 36 international countries. Other products that Starbucks sells are ready to drink coffee and premium coffee ice cream. This includes quick service. listen to music. In addition to these things Starbucks makes sure that they are environmentally friendly so that it also adds to their image that they are promoting. sit down. They are so committed to having their stores feel and smell like a coffee house that they even prohibit their employees from wearing perfume and cologne because it takes away the aroma of the coffee. It feels so strongly about this that it actually is part of the product that Starbucks is selling. and drink coffee. study. It operates in a global community with about 13. access to the internet. however most of their stores are in the US. high-visibility location with the average building size of 1. Starbucks believes that its customer do not just come in just to drink their coffee. and an aroma that smells like a coffee house. The music is part of the Starbucks experience and they have playing in the background of their stores while the customer is drinking their beverage. They also sell music on CD’s. There are even conversation topics on the side of each cup so that when they do sit down they have something to talk about.500 square feet. 2002). Typically their stores are in high traffic. and DVD’s at its stores. read. shopping .

and the Dreyers agreements are both 50-50 joint ventures.Starbucks 16 malls. who shares Starbucks values. The products through mail order and the internet are all sold in its retail stores but Starbucks has this avenue to satisfy all of its customers. and retail centers. they often will establish a relationship with them. Inc. They also have a licensing agreement with Kraft Foods Inc. such as Albertson and Safeway. can provide additional avenues to reaching customer. Starbucks will license their operations to them. By having their stores these locations it allows them to attract a high number of pedestrian traffic. 2002). This is often the case at supermarkets. roasting. Another agreement that Starbucks has is with PepsiCo. But when another company. (Kembell. (Kembell. In this agreement Kraft has the rights to distribute and market their whole and ground up coffee beans throughout the United States grocery stores. This is in an effort to reach more of their customers wherever they are. Inc. Starbucks controls the majority of its coffee sourcing. It provides these distribution methods for the convenience of its customer. and distribution to its retail stores. 2002). If a company has a popular retail space. (Kembell. that distributes their coffee ice cream. The PepsiCo. In addition to distributing their product they also have agreements with other companies that help out with the distribution of some of there products. Starbucks coffee beans and coffee accessories are also sold through mail order and off of the internet. where Starbuck cafés are in their store. who distributes their ready to drink coffee products. Promotion . Inc. 2002). they also have an agreement with Dreyers Grand Ice Cream. grocery stores.

They also have found they have more success on advertising on local levels that at national levels. but everything you do helps complete the circle… the packaging. They do not create commercials because they think that their customers read more than average and they do not think television ads would have a big impact on their target market. They rely on print ads and on their image in movie and television placement to promote their products. in which they use their print ads to appeal to their customers. (Kembell. Shultz. But more importantly Starbucks believes that its marketing strategy needs to create an emotional connection with its customers. the community involvement. They also do not advertise through television.” (Schultz. however. This program will not involve television ads but it does include other channels that “are consistent and compatible with the equity” of the Starbuck brand. 2005). begun to look into more traditional marketing for the future. That it needs to be authentic and reach people in their hearts. Wieden + Kennedy to create and advertising program. chairman of Starbucks said recently that.So far it has been this philosophy that has built Starbucks into what it is today. Starbucks has. 2002). 2005). The company believes that they will be able to better reach consumers through print ads and billboards. “ It’s not good enough to have a good ad. the service all help build that emotional connection. (Shultz. Price . They have hired a company called.Starbucks 17 Starbucks has typically promoted its products through less traditional advertising than other companies of their size.

This was in an effort to make sure that the company hits its goal of getting the drink to its customers in three minutes or less. They focus more on the quality of their beverages and the experience that their customers get than the actual price. They think that their customers buy their products not because of their price but because of their relationships they have with their customers. Implementation. Evaluation. Engineers at Starbucks notice that baristas had to take two scoops of ice when making a venti-size cold beverage. So far this card has been a success and “contributes to the overall enhancement of customer’s experience.Starbucks 18 Starbucks prices are more expensive than most of their competitors. 2005). (Gray. It is a “balance between profitability and social consciousness and sensitivity. If a customer has a problem or a comment they can turn it into the comment . Starbucks is always looking for new ways to improve their services to their customers. 2005). It is also continuously looking for ideas to make the Starbuck experience more enjoyable for its customers. They went back and redesigned the ice scoop. Once the stores started using the new scoops it cut off about 14 seconds from the preparation time of the drink. One of these ideas that was introduced in November of 2001 is the Starbuck card. The Starbuck card is a store value card that can be given as gifts and it is used to reduce time spent paying for drinks. and Control Marketing Research Starbucks is constantly working on the research and development of its new products.” (Shultz.” Another idea that was implemented to save on the amount of time it took to make drinks involves ice scoops.

Their net income and revenues have increased every year since the company’s beginning. The culture that Starbucks has created is relaxed and supportive. This means that the results are almost 100 % reliable. Starbucks earned over $564 million and generated revenues of over $7. Organizational Structure and Plan Starbucks “has avoided a hierarchical organization structure and has no formal organizational chart.8644 Observations 5 Net income . (Kembell.988976678 Standard Error 188198. Financial Projections Starbucks is a very profitable organization. The regression below shows nearly 100% of R square.Starbucks 19 page off of their company’s website. It makes such a huge effort to take care of its employees because it believes that its employees are a big part of their success. By doing this the company has customer feedback to all of its new ideas and products.7 billion. Regression Statistics Multiple R 0. 2002). Last year.995857675 R Square 0. It views its employees as partners and has outstanding employee benefits and stock ownership programs for its employees.991732508 Adjusted R Square 0.” for its company.

For the last few years the ROE has been above industry average.32% McDonald’s 22.000.000 $20.000 $15.000.000.000.000.000.000.000 Series1 Linear (Series1 $10.000 Dec 31 2006 SBUX 25.000 $500.000.000.000.27% $0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 .88% Tim Holton’s 48. $5.000.000.000.000 In addition to this.Starbucks 20 $600.000. Starbucks’ 2006 return on equity which reveals how much profit a company earned in comparison to the total amount of shareholder equity found on the balance sheet.000 $200.93% Wendy’s 10.000 $0 2002 2003 2004 2005 2006 S e rie s 1 Revenue $25.000.000 $400.000 $300.000 $100.000.

we can expect that the company will continue to generate even more revenue and net income in the future.65% 17.18% 3.94% N/A According to this of data. Despite its many competitors.79% 16. Summary Starbucks has become the most successful coffee chain in the world.04% 16.45% 20. Its multiple stores throughout the world generate great amounts of revenue. .Starbucks 21 Dec 31 2005 23.07% Dec 31 2004 15. Starbucks continues to flourish throughout the world. The large amount of stores throughout the world makes it easier to compete with competitors. Their high quality merchandise and excellent customer service are the reasons why Starbucks is so successful today.

& McDaniel C. S. March 12). Marketing. June 27). L. from http://www. D1 • • (2007. pp C6. Coffee Roasters Stock Up.html • Lamb. Buchanan. Hawks. 2007. S. & Olsen. The Wall Street Journal. The Wall Street Journal.Starbucks 22 Reference: • Adamy. Catching the Starbucks Fever. L. pp. B. (2008). Coffee on the Double. (2006. The Wall Street Journal. April). Retrieved March 23. M. F. pp B1 Kembell. The Wall Street Journal. C. Perry. March 12). Ohio: Thomson Higher Education.. (2007. com/ unpublishedpapers/business/marketing/2002-04-000aag-catching-thestarbucks-fever. April 12).. • • Gray. (2002. (2005. Beijing Wants Starbucks Out. .. W. Getting the Kids Hooked on Starbucks.. Kembell. & Hair J. J.academicmind. S.

datamonitor. Retrieved May 2. Starbucks affirms 40. (2007).O &storyid=205122+13-Mar-2007+RTRS&type=qcna • (2005.com/SWOT/starbucks_swot. 2007.com/2005/spring/article2. 2007. January 25).Starbucks 23 • (2007). From: http://today. Media Korea.knowledgenetworks. From: http://starbucksgossip.000 total store goal. Marketing Teacher.com/archives/2005/06/15/starbucks_in_russia.com • (2006. Retrieved May 1. Starbucks opens its first stores in Brazil.co. March 12). From: http://marketingteacher. J.aspx?view=cn&symbol=SBUX.html • Yunker. Starbucks Corporation. From: know.htm • • Starbucks Takes a Step to Music industry (2007. 2007.html • SWOT Analysis Starbucks. Retrieved May 2. 2007. Retrieved May 2.com/_/2006/12/starbucks_opens.typepad.reuters. Retrieved March 30. 2007. 2007. The Art of Creating Passionate Consumers: Howard Schultz. From: http://goingglobal.php . From: www. December 03).corante. Starbucks in Russia Retrieved April 30. (2005). (2000-2007).uk/news/articleinvesting.

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