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Case Code: ECON063
Case Length: 13 Pages 
Period: 2010- 2017   
Pub Date: 2017
Teaching Note: Available
Price:Rs.500
Organization : Starbucks
Industry : Beverages; Retail
Countries : India 
Themes: Manegeraial Economics/  
 Competition/  
 Market Structure/  
 Pricing/  
 Consumer Behavior  
Case Studies  
Business Strategy
Marketing
Finance
Human Resource Management
IT and Systems
Operations
Economics
Leadership & Entrepreneurship

Can Starbucks Sustain its High Prices in China?

 
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ABOUT STARBUCKS

 

Headquartered in Seattle, Washington, Starbucks was founded by Jerry Baldwin (Baldwin), Zev Siegl (Siegl), and Gordon Bowker (Bowker) in 1971 with the objective of selling coffee beans and coffee making equipment. When Howard Schultz (Schultz) joined Starbucks as director of retail operations and marketing in 1982, he suggested that the company sell drinks rather than just beans and machines. As he failed to convince his employers, he left the company and started his own coffee bar, 11 Giornale, in Seattle in 1986. In 1987, Schultz purchased Starbucks with the help of local investors and became its CEO. Subsequently, Starbucks became one of the fastest growing coffee chains in the US. From selling brew coffee and espresso beverages in its first store in the US, Schultz expanded the company rapidly during the 1980s and 1990s and opened stores outside of North America. With its mission “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time,” Starbucks soon became the largest coffee chain in the world. ..

 
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