作者：史明飞starbucksstrategicpositioncustomerexperiencemarketingstrategy
摘要：Starbucks was founded in Seattle, Washington in 1985 and has since grown into an international conglomerate, serving its staple products to the masses. It is known as the largest coffeehouse chain in the world.Starbucks manufactures, markets,and distributes high quality products that extend far beyond just coffee. This paper adopts Donald C. Hambrick’s Five Major Elements theory to analyze the industry background, internal & external environment, organizational strategy and summarizes its successful marketing experience.
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