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Introduction
Today, coffee is a mass consumption product, it is accessible to everyone. Most of the
people usually drink one to two cups of coffee daily. They believe that coffee can make
them relax and woke them up. Thus, people are demanding and desire variety on coffee.
States as above reason, coffee shop is necessary occurs. However, develop a successful
coffee shop is difficult then running a restaurant. Coffee only is a kind of beverages and it
not a meal. There are never having regular drink time and regular quantity. That really
needs a perfect business strategy to run their business on track. *ƒ*…½*ƒ‚§In great
companies, strategy becomes a cause. That is because a strategy is about being
different.*ƒ*…½*ƒ (Jean-Jacques, 1997) It is a difficult way to change beverages from
side dish to main dish. Therefore, it needs to build it as different then other restaurants and
make it as major revenue for the shop.
Meanwhile, the essence of strategy is that set limits on what we going to try to accomplish.
The company without a strategy is willing to try anything. Once we are trying to do same
things as rivals, then it is unlikely that will be very successful. It is incredibly arrogant for
a company to believe it can deliver the same sort of product that its rivals do and actually
do better. Thus, that is the space for unique business occurs. Starbucks*ƒ*…½*ƒ‚¦ is one
of the store success helped specialty coffee products begin to catch on across the world.
-Introduction Of Company Background
Thirty years ago, In August 17, 1907; Starbucks was a single store in Seattle*ƒ*…½*ƒ‚¦s
Pike Place Market selling premium roasted coffee. At that moment, the company only was
a local coffee roasting facility. That remained their business until 1982 when Howard
Schulz joined. He was the new marketing executive and convinces more local cafes,
upscale restaurants and hotel to buy Starbucks coffee. In 1983, Schulz got inspired by the
Old Italian coffee bar tradition to serve fresh brewed Espresso and Cappuccino. In 1985,
he opened the first coffee bar and naming as *ƒ*…½*ƒ‚§TI Giornale*ƒ*…½*ƒ. In 1987,
he bought Starbucks and expansion in Chicago and Canada Vancouver.
-Today In Asia & Company Vision
In the latest 1990s, it had developed on Asia counties such as Taiwan, China, Singapore,
Thailand, New Zealand, South Korea, Malaysia and Hong Kong.
In Asia, Starbucks most common strategy is license to local operator in return for initial
licensing fees and royalties and store revenues. It is already a global roaster and retailer
