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1 Introduction Starbucks Coffee Company was founded in 1971 opening its first location in Seattles Pike Place Market Starbucks is the worlds leading retailer roaster and brand of specialty coffee with coffeehouses in North America Europe Middle East Latin America and the Pacific Rim Worldwide approximately 33 million customers visit a Starbucks coffeehouse each week It also sells a range of teas Italian-style espresso beverages cold blended beverages baked goods confectionery coffee brewing equipment and a range of Starbucks branded gifts It retails through a total of 11522 stores around 35 countries which includes company operated joint venture and licensed locations In addition to sales through its company-operated retail stores and licensed retail operations Starbucks sells coffee and tea products through other channels of distribution targeting restaurants hotels universities and work places Starbucks stated goal is to become the leading retailer and brand of coffee in each of its target markets and it aims to achieve this goal through continued aggressive expansion of company operated retail locations In Fiscal 2004 revenues totalled 53 billion a 30 increase on the previous year Net Income was 3918 million in fiscal 2004 a 46 rise on the previous fiscal year Starbuckscom Starbucks has also become increasingly aggressive in international markets with a 2004 store opening in Paris marking its first in that country and an announcement of plans to try its hand at the Indian market 2 Corporate Strategy 21 Objective and Aims Starbucks main objective is to establish itself as the most recognized and respected brand in the world The company plans to continue to expand its outlets all over the world grow its retail sales introduce new products and develop new distribution channels in order to achieve its objective Starbucks 2005a The companys aim is to become the leading coffee brand in every target market by selling high quality products providing good services and building relationships among customers employees and the company Also the
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