Starbucks Corporation (Starbucks) Case Presentation

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Starbucks Corporation (Starbucks) was founded in 1971 and is headquartered in Seattle, Washington, USA. It is a globally renowned coffee chain brand. Below is a detailed introduction to Starbucks Coffee:

**Brand History**

- **Early Development**: Starbucks initially started by selling coffee beans. It was founded in Seattle in 1971 by Jerry Baldwin, Gordon Bowker, and Zev Siegl. In 1987, Howard Schultz acquired Starbucks and began driving the company's rapid growth.

- **Global Expansion**: In 1992, Starbucks successfully went public on the NASDAQ and subsequently expanded rapidly worldwide, entering markets such as Japan, Singapore, and China. As of 2024, Starbucks operates over 40,000 stores in more than 85 countries and regions.

**Products and Services**

- **Coffee Beverages**: Starbucks offers a variety of coffee drinks, including classics like Americano, Latte, Cappuccino, Mocha, and Caramel Macchiato, as well as seasonal and innovative beverages.

- **Food and Bakery Items**: Starbucks also provides pastries, sandwiches, salads, and homemade baked goods such as muffins and croissants.

- **Coffee Beans and Equipment**: Starbucks sells its own roasted coffee beans, as well as coffee machines, mugs, and related products.

**Brand Features**

- **Third Place Experience**: Starbucks is committed to creating the concept of a "third place," offering consumers a comfortable and welcoming social environment—a space beyond home and work.

- **Digital Innovation**: Starbucks actively promotes digital transformation, enhancing the consumer experience through mobile apps, online ordering, and digital payments.

- **Social Responsibility**: Starbucks emphasizes corporate social responsibility, focusing on sustainability, ethical coffee sourcing, environmental practices, and community service.

**Development in China**

- **Market Presence**: Starbucks entered the Chinese market in 1999, opening its first store in Beijing's China World Trade Center. By the end of Q2 2024, Starbucks had over 7,700 stores in mainland China, covering more than 1,000 county-level markets.

- **Localization Strategy**: Starbucks has introduced a series of localized products and services in China, such as seasonal beverages and food items tied to traditional Chinese festivals, as well as co-branded products in collaboration with local enterprises.

With its high-quality coffee, unique brand experience, and active social responsibility, Starbucks has gained widespread consumer recognition and popularity worldwide.

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