The aim of Starbucks includes providing fresh, high quality teas and coffee products, as well as creating a unique experience in our store by encouraging a positive, safe environment for all. The global customer base of the company provides the opportunities of global expansion for the company wherein Starbucks can pursue the opportunities with it beyond the traditional store experiences for offering its customers new coffee products. Some of the examples of functional tactics of the company include ongoing expansion in the foreign markets, increase in product categories and growth in the distribution channels of the company which has helped Starbucks leverage its strong brand and build a retail store base. The strength of Starbucks is that over time it has continued being a cash cow, generating high operating cash flows with consistent growth rates (Starbucks Annual Report). Due to the recession of the U.S. economy, customers in US have become price sensitive due to their income range, especially students. Therefore, Starbucks utilize making our product quality better. It makes its products, atmosphere, and employees better than its surrounding competitors so that it can meet the needs and ensure that it draws in multiple and diverse group of customers (Starbucks Annual Report).