Starbucks

Starbucks is a global company, with operations in 37 countries the world.

I chose this company because it is one that has grown at the speed of light, and because it is one of the most highly respected enterprises in the world. The image of this company is a very important one, and they have been intelligent enough to grow in a manner that has made them even more successful and attractive as time passes by.

I visited their webpage, checked out their mission statement, and noticed that they also have an environmental mission statement, which could be a very important part of their strategy, not only are they hip and successful, they are also tree-huggers!

Starbucks basically buys and roasts high quality beans wich they make into Italian style espresso beverages. They also sell sandwiches, pastries, coffee equipment, whole bean coffee, etc. Starbucks sell some of their products through specialty stores and supermarkets.

Their objective is to establish the company as the most recognized and respected brand in the world, and, in my opinion, they are getting there. People who consume Starbucks products and visit the coffeehouses buy a brand more than a product. They have managed to carry out their strategy in a way that they have become a part of a lifestyle, an atmosphere and also a product. I believe that Starbucks is one of the strongest brands in the world and they are one of the few that represent not just a good, but a whole experience.