Supply-and-Demand Framework: Starbucks Introduction Starbucks offers specialty coffee in 50 countries with more than 15,000 stores (Fortune 500). The factors that have accounted for the extraordinary success of the Starbucks company in the 1990s include its ability to create customer intimacy and a home away from home for each of its clients through a coffee-based life experience. Howard Schultz, chairman and chief strategist of Starbucks, has described the company’s winning marketing strategy, as follows: the company is not in the coffee business serving people, but is in the people business, serving coffee (Starbucks). This philosophy governs Starbucks’ marketing activities from its home town of Seattle to its international operations...The end:
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