Starbucks is a global coffee company based in Seattle, Washington. The company is focused on purchasing and roasting of high quality coffee and selling it along with fresh food items and handcrafted coffee. The predominant objective of Starbucks Corporation is ensuring its coffee brand dominates the industry through enhancing customer experience and offering the ultimate Starbucks experience.The core competence of Starbucks has been its ability to leverage its cornerstone product differentiation strategies by offering high quality snacks and beverages. The global reach of Starbucks Corporation is well diversified and aims at increasing the customer base by expanding internationally through licensed local joint ventures.
The company has more than 18,000 stores in 63 countries and territories. The main subsidiaries and affiliates of Starbucks are in China, Canada, Japan and the United Kingdom. The subsidiaries include Beijing Starbucks Coffee, Guangdong Starbucks Coffee, North America Coffee, Seattles Best Coffee, Evolution Fresh and Ethos water. The company aims at targeting a wide customer base across the globe. The geographical breakdown of income has been depicted by the revenue from various segments such as America (73%), CAP (7%), and EMEA (8%). The geographical breakdown of assets is strategically allocated to its various subsidiaries to cater for the production of its core products. Starbucks` involvement in the international trade has been fostered by the introduction of a full range of products because it does not only sell coffee but also other beverages such as tea and juices in more than 25 countries worldwide.
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