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Introduction
Starbuck’s strategy focused on three components; high-quality coffee, intimate service, and ambient atmosphere. Starbucks worked closely with growers in Africa, South and Central America, and Asia-Pacific regions to insure the quality of its product. Starbucks called all employees' "partners" and worked hard to train them with the skills necessary to best serve the customer. The atmosphere at Starbucks was crafted after the European-style espresso bar. The company goal was to create ambience through the Starbucks "experience" and by making the area comfortable, yet upscale.
Its primary objective was, simply put, to become the “most recognized and respected brand in the world.� This objective required most of the company’s strategic goals to be based on company growth and product innovation. There were many opportunities that made expansion plausible, such as a rise in coffee consumption and untapped metropolitan areas. Starbucks had reached all of its......

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Approximate Word Count: 1585
Approximate Pages: 7 (250 words per double-spaced page)

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