Starbucks Coffee Company is the leading retailer, roaster, and brand of specialty coffee in the world. In the company's fiscal report for the year 2001 company officials revealed that on top of the 4,790 stores that they already have world-wide, they plan to add at least 1,200 units in fiscal year 2002.[1] A full one-third of these new retail stores will be located in international markets. How did one small coffee shop located across the street from the Pike Place Market spread through Seattle, infiltrate the entire United States, and achieve staggering global success within a matter of 30 years?
A Limited Domestic Market
The domestic market for specialty coffee was suffering in the early 1970's when the first Starbucks store was born. …
