Since its early days, Starbucks has changed in a number of ways. There has been a focus on Retail expansion. Another thing which contributed to the change drive is the company’s growth expansion is product innovation. In the 2000 starbucks owned one third of the American coffee beverage market. This was greater than the combined total of the next five competitors. They had a rapid expansion based on the findings that the coffee consumption in America was on the rise. There were 8 states in the US with out a company operated coffee brewing which offered a large potential market for expansion the belief of the company that it is far away from reaching the saturation level The second thing that changed since the early says is the product innovation. Starbucks introduced at least one new hot beverage every holiday season and its research and development cycle was based on the 12-18 month cycle. There have been some service innovations like the stored value card and the latest innovation included the Mobile Hotspot wireless internet services introduced at the outlets for the provision of internet access in 2000 star bucks stores in the United States and Europe.