With a mission to: “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” 1, Starbucks is the world’s largest specialty coffee retailer. The company has more than 17,000 coffee shops in 50 countries 1, and offers a diverse product mix of premium coffee, handcrafted beverages, merchandise and fresh food.
To achieve its market leader position, Starbucks has instituted the following strategies:
In 2012, Starbucks invested
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