Strategy and Environment of StarbucksIntroductionWith the development of economic globalization, "fast food" becomes an increasingly important industry in the business world, which adapts to the pace of people's lives. Every organization spares every effort to resist the competition due to the fierce competition. In this article, we will focus on "Starbucks", one of the most popular coffee manufacturers in recent years. In 1971, Jerry Baldwin, Zev Siegl, and Gordon Bowker opened a coffee bean retail store called Starbucks to sell specialty whole bean coffees. in Seattle. And the name "Starbucks" comes from the sidekick Starbuck in the novel Moby Dick. Over the decade, Starbucks had five stores and a small roastery in Seattle until 1981. In 1982, Schultz joined Starbucks as a marketing manager. In 2001, Interbrand (a brand management consultancy) had named Starbucks as one of the 75 global brands of the 21st century. In 2002, Starbucks had 5,689 stores in 28 countries. As of early 2006, Starbucks had more than 11,000 stores worldwide. Starbucks had transformed coffee from a commodity into an experience to be savored. (Business Management Updates and Resources [online]) Starbucks has struggled amid a faltering economy, its rapid growth (international expansion and growing presence in 43 countries), and growing competition from cheaper rivals. Starbucks wants to transform its business by providing customers with the distinctive Starbucks experience and building on Starbucks' legacy of innovation. (Business Management Updates and Resources [Online])Strategic IssuesFor the drinking industry, the soul of maintaining the brand forever is "experience", rather than "flavor", which means a lot for every company. “The… center of paper… strategies and environmental analysis, there has always been a long road ahead for Starbucks. ReferenceBusiness Management Updates and Resources, 2008. Will Restructuring Help Starbucks Turnaround? Available at: http://industryweek.blogspot.com/ (Accessed: 1 March 2008) Ball, DA, McCulloch, WH, Frantz, PL, Geringer, JM & Minor, MS (2001) International Business: The Challenge of Global Competition , 8th edition, McGraw-Hill/Irwin De la Torre, J, Doz, Y & Devinney, T (2000) Managing the Global Corporation, 2nd edition, New York: McGraw-HillJohnson, G & Scholes, K (2002) Exploring Corporate Strategy Text and Cases, 6th editionStarbucks Coffee Company, 2007. Starbucks launches new hot food offerings in the New York metropolitan area. Available at: http://www.prnewswire.com/cgi-bin/stories.pl?ACCT=104&STORY=/www/story/10-02-2006/0004443111&EDATE=(Accessed: March 1 2008)