Evaluation of Starbucks in global environment - Essay Example

Starbucks, named after the first mate in Herman Melville’s Moby Dick, is the world’s leading retailer, roaster and brand of specialty coffee with millions of customer visits per week at stores in North America, Europe, Middle East, Latin America and the Pacific Rim. Starbucks stores may be found in urban and suburban areas, as well as many rural communities worldwide. An expanded number of Drive Thru and Off-Highway stores also provide a convenient alternative for our customers (Starbucks coffee, 2008).

Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment - primarily through its company-operated retail stores. In addition to sales through our company-operated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino® coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company.

The Companys objective is to establish Starbucks as the most recognized and respected brand in the world (Starbucks.com). Starbucks is dedicated to contributing positively to the communities in which it does business. The company recognizes the relationship between its success and the strength and vitality of the communities where it operates. Investing in communities is not only the right thing to do; it is also part of the Starbucks culture. At all levels of the organization, Starbucks partners strive to be good neighbors and active contributors in communities (Starbucks coffee, 2008).

In spring 1995, Frappuccino® blended beverage was introduced to Starbucks line of beverages. In summer 2004, Starbucks premiered Frappuccino® Light blended coffee beverages in response to