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Starbucks' Expansion - Papers Online

Starbucks' Expansion


Starbucks Corporation started its expansion into today's business by one man's foresight and determination to create and make a coffee business that would be the number one standard on today's market. Howard Shultz, was the inspirational "dreamer" that made Starbucks the powerful business that it is today. He gained the knowledge and experience to expand his ideas through the observation of others in the field as well as hands-on experience working within the corporation. He started his own business called Il Giornale as a test market for his idea. Il Giornale was an Americanized version of an Italian Expresso bar. This business did great and laid the foundation for Shultz' ideas to take ...

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as if they owned a little piece of the company. This also helped with the loyalty of Starbucks employees.
One of the things that I believe could hurt them in the future market is the sale of their coffees in local "big" supermarkets where the average Joe can buy and make their own cup of Starbucks coffee. This will most likely create a world of problems between local coffee brand loyalists and Starbucks. They should also slow down the rate of their expansion. In some cases when you saturate a neighborhood with more coffee stores than anything else there is bound to be some opposition.
I believe they should slow their expansion down to a slower pace of growth in one area. The reason for this is simple. The more stores they put up in one area creates a smothering of the smaller coffee shops, eliminates the competition, and creates a monopoly if not careful. We can all learn from Bill Gates not to want to do this. The sale of their coffees should only be within their own stores if ...

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Starbucks' Expansion . (2008, August 20). Retrieved December 23, 2024, from http://www.essayworld.com/essays/Starbucks-Expansion/88632
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"Starbucks' Expansion ." Essayworld.com. August 20, 2008. Accessed December 23, 2024. http://www.essayworld.com/essays/Starbucks-Expansion/88632.
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PAPER DETAILS
Added: 8/20/2008 07:45:22 PM
Category: Economics
Type: Premium Paper
Words: 397
Pages: 2

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