Starbucks

Starbucks Coffee Co. changed the concept consumers had about drinking coffee. With more than 1000 outlets across the USA (1997 numbers) and the intention of doubling that over the next 3 years and considering international expansion, the company has transformed a simple beverage into a lifestyle accessory with as much elegance as the latest fashion. The Seattle based chain success over the past 25 years has a lot to do with the quality of the product, which has attracted a loyal and growing following among consumers. The retail strategy has been to put a coffee shop on every corner and to…