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Company Analysis: Starbacks Coffee - Essay Example

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College
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Marketing
Pages 8 (2008 words)

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Company Analysis: Starbucks Coffee Instructor Institution Date Company Analysis: Starbuck Coffee Introduction Starbuck Coffee is a multinational beverage company whose presence in the market is felt across the world. This is due to its appropriate organizational structure, models, corporate strategies and ability to use the opportunities in the market to have competitive advantages over its main competitors…

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Company Analysis: Starbacks Coffee

Recommendations are given at the tail of the paper as a suggestion of appropriate strategies which could ensure continued growth of the company both in the local and international market. The Situation of the Organization Starbucks Coffee is a multinational coffee chain whose headquarters are in Washington. The company is rated as the largest coffee corporation in the world. Starbucks Coffee has internationalized into more than 55 countries across the world with over 18 thousand subsidiaries (Lockyer, 2009, p.9). Most of its branches are within the US, Canada and the UK. Starbucks deals in coffee, sandwiches, salads, snacks, other cold and hot drinks and pastries. The company began in 1971 as a local retailer of roasted coffee in Seattle and it has grown rapidly ever since. It was in the mid 1990s that the company expanded into the international market. This started the opening of many stores outside the US which is attributed to the company’s appropriate organizational theory, structure, culture and corporate strategic plans (Marcial, 2005, p. 109). Currently Starbucks Coffee is the most competitive coffee company in the world coffee market. ...
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