controlling is the most obvious managing theories that Starbucks applied. Starbucks has a very high standard and pursuit In the aspect of control, especially the quality of products. Their mission is “to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time” (Starbucks, 2009, p5). The aim of Starbucks is to create a good relationship with customers by controlling and give them the high quality products to make them trust the brand and have strong brand loyalty to help Starbucks keep profit.