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…
