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ore than 5000 stores are franchised globally, while about 7500 of its locations are owned by the company directly in ten countries. Customers can find starbucks in shopping centers, hotels, airports, bookstores, and beverage distributors.
Starbucks expect to achieve at least 6% growth margin in its store sales and expand its business with opening additional 1700 stores by the end of this year. Overall, the objectives of starbucks is to become a worldwide brand and further strengthen its mission to be the leading specialty coffee retailers in the world. Regarding to the aspect of customer service, starbucks will continue promise of a perfectly made coffee, and goes far beyond to human connections.

SWOT and issue analysis 

- Strengths
Starbucks has built an extremely strong brand image and brand name globally through product diversification, customer loyalty and high visibility. Starbucks expanded rapidly to strengthen its market position in retail industries. Starbucks successfully differentiate it from its competitors with its strong specialty in coffee drinks and loyal customer base. It best cater to a particular market segment and maintain its niche market. Starbucks dedicates to customer service and employee benefit program to encourage the involvement and enthusiastic of employees for the purpose of achieving better overall level of product and customer satisfaction.
- Weakness 

Starbucks continually increase the price of coffee drinks due to the price increase in ingredients and brewed products and flavors. The price that starbucks charged narrowing its market segment and target consumers. The price sensitive consumers may prefer the lower price brands, such as McDonald cafe and small coffeehouse. With so many locations in a city may result in self-cannibalization so that the outlets may eventually compete for the same group of consumers. 

- Opportunity 
Starbucks has just made a presence in several countries, such as china, India and Russia. There are a lot of opportunities to build the brand awareness and take the position of market leader in these countries. Developing partnerships is another opportunity for starbucks to enhance brand extension. It can be achieved by product distribution and refining ingredient technology. In order to cater to a boarder market segment, starbucks can launch a new business unit to address the customers who are less affluent and less particular coffee aficionados. The target customers may not need a plush environment to enjoy the coffee, so the selling price can be lower.

- Threat 

Increasingly number of competitors may offer coffee drinks that taste as great as starbucks but at lower price. McDonald cafe is becoming more aggressive by pushing its strengths on more affordable version of specialty coffee to capture the market share. The unstable price of coffee bean and dairy products is the main drivers for starbucks to increase the price, which continually threaten the bottom line of starbucks. Successful expansion of stores and continued profitability of existing stores in different countries is another threat of starbucks as a result of its aggressive growth strateg

Market strategy 

- Target markets 
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