Abstract

Starbucks', the most famous speciality coffee shop chain in the world, offered whole bean coffees, espresso beverages, confectionery and bakery items and equipment in its retail stores. Starbucks had turned coffee from a commodity into an experience to savour. Indeed, Starbucks' stated objective was to emerge as one of the most recognised and respected brands in the world. In early 2003, the company was exploring various opportunities for expanding its retail operations, introducing new products and developing new distribution channels. It was also looking seriously at international expansion. The case can be used to cover strategic issues in building a global brand in a service industry.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

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Keywords

Starbucks, Global brand, Brand management, Marketing, Speciality coffee industry, Espresso beverages, Norino Supremo bean crop, Frappuccino, Globalisation, Management, Coffee Arabica, MBA case study, Cafe Coffee Day