Starbucks Brand Strategy Situation and Challenges There are numerous coffee brands throughout the world and each one shares its own unique characteristics and qualities. One of the fastest growing coffee businesses is Starbucks Coffee Company and it is the leading retailer, roaster and brand of specialty coffee in the world. Starbucks boasts more than 10,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific region. The company has gone a long way since it opened its first retail store in Seattle�s Pike Place market in 1971, where its headquarters are still located. The Starbucks brand is now known globally and the next few paragraphs will discuss some of its business tactics. Starbucks global brand strategy has stayed consistent with its corresponding initiatives in the United States. The company brand strategy aims at providing quality coffee in a relaxed atmosphere, for people seeking a break between home and work. The Starbuck Company states it is committed to offering the highest quality coffee, along with the experience that produces......

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