The Starbucks strategy has the following components.
The company’s objective is to establish Starbucks at the most recognized and respected
brand in the world15. Further, Starbucks hopes to achieve this goal by “continuing to
rapidly expand its retail operations, grow its specialty operations and selectively pursue
other opportunities to leverage the Starbucks brand through the introduction of new
products and the development of new distribution channels”16.
Starbucks is on its way to meeting this objective. It ranks 88th of the Interbrand / Business
Week list of the top 100 global brands17.