Shilpa Adavelli
Starbucks Coffee Company is North Americas conduct roaster and retailer of specialty coffees. Headquartered in Seattle, WA, Starbucks has more than 15,000 stores in 50 countries. Financially, Starbucks has had solid earnings and returns The Companys objective is to establish Starbucks as the some recognized and respected brand of coffee in the world. To hit this goal, the Company continues to rapidly expand its retail operations, grow its ring armor order and specialty sales operations, and selectively pursue some other opportunities to supplement and grow the Starbucks brand through the introduction of bracing yields and the development of new distribution channels. The company is expanding its empire overseas. japan was Starbucks first expansion outside of North America. Starbucks in addition plans to turn out coffee bars in Singapore. In the year 2010 Starbucks stratified 241 amongst fortune 500 companies.
In this case, Starbucks is faced with the issue of how it should leverage its core competencies against various opportunities for reaping, including introducing its coffee in McDonalds, pursuing only expansion of its retail operations, and leveraging the brand into other product areas. Innovation is what is driving growth in Starbucks.
Starbucks has a dangerous appetite for cash since all its stores are corporate, and investors are sporty that it will be able to continue its phenomenal growth so it needs to walk a fine depict between leveraging its brand to achieve growth piece not eroding it in the process.
Every company has to focalization on existing and new markets and existing and new products to gain sales. As a part of new product presentation Starbucks came up with new products like Frappuccino, Tiazzi and Tazo Teas in existing markets. As a part of market expansion, they are expanding into Barnes and Nobles, airports and airlines. They are also diversifying by introducing bottled Frappuccino.
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