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Starbucks: Evolution of a Global Brand |
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Introduction
In 2001, brand management consultancy, Interbrand had named Starbucks as one of the 75 global brands of the 21st century. In early 2002, 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 Coffee Industry
Coffee was the second most traded commodity next to oil. Coffee came in two broad categories: specialty (high quality) coffee and basic coffee. Specialty coffee was also referred to as gourmet coffee.
1] Business Week Online, 9th September 2002. |
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