The case focuses on Starbucks Coffee (NSE: SBUX) in the early spring of 2003. The company has demonstrated rapid growth for more than ten years, and continues to grow profitably in the current economic downturn. Details of the case on the history and development of the company, highlighting the evolution of the corporate conception of the "third place" and key people in the organization in this development. The second part of the body parts of the international expansion of the company, highlighting the potential of cultural and economic challenges that it may increasingly face as it expands to more traditional coffee-drinking markets and low-income emerging markets. The third and final part of the body parts of an increase in pressure on Starbucks to anti-globalization movement. Although Starbucks is actively pursuing a number of socially-responsible operating policies, such as the purchase of Fair-Trade coffee, subsidized health care in Central America, as well as introducing a number of socially responsible coffee products in their stores, it continues to be the subject of anti-globalization activities. Event concludes with the question of whether the company can continue to grow as quickly and profitably as the recent past as it reaches the saturation point in the domestic market.
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by Michael Moffett, Kannan Ramaswamy Source: Thunderbird School of Global Management 16 pages. Publication date: April 02, 2003. Prod. #: TB0149-PDF-ENG
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