Starbucks

Starbucks began its run in 1987 by offering better coffee, but also by offering a ''coffee experience'' that made customers willing to pay $4 for something that used to cost them 60 cents. Starbucks was a place where people could hang out, read the paper, and make friends with the ''baristas'' behind the counter. Since premium coffee went mass market with Starbucks in the 1990's, it has become a product that thrives on emotional or status appeal, like beer, cola and, in a previous generation, cigarettes. ''Starbucks has taken coffee from a commodity position to one that could say something about who you are,'' said Marc Gobe, the chairman and chief executive of Desgrippes Gobe, a branding consultancy in New York. ''Suddenly, carrying a cup of Starbucks coffee is making a statement about yourself that is vastly different than carrying a generic cup of coffee.''

Starbucks has tirelessly worked on establishing a global brand. The reasons the company enjoys a great reputation are manifold: 1) Starbucks’ image is one of the key elements to their success. Starbucks positions each store individually according to the specific location it is in. 2) Research and Development is one of Starbucks’ strength. The company is following consumer trends and continuously develops new and exciting products that enhance the customer’s experience. 3) Being a respected employer that values its workforce has let to a higher productivity level. Starbucks has been among the Fortune Top 100 Companies to Work For from 1998 to 2000 and then again from 2002–2008. The organization has strong ethical values and an ethical mission statement as follows, 'Starbucks is committed to a role of environmental leadership in all facets of our business.'

Historically, Starbucks has been able to effectively implement its concept around the world. The chain has been extremely successful in international markets, boasting stores in 43 countries. Starbucks has more than 12,440 retail locations in North America, Latin America, Europe, Middle East and the Pacific Rim, and revealed in 2006