IntroductionStarbuck's strategy focused on three components; high quality coffee, intimate service and ambient atmosphere. Starbucks has worked closely with farmers in Africa, South and Central America, and the Asia-Pacific regions to ensure the quality of its product. Starbucks called all employees "partners" and worked hard to train them with the skills needed to best serve the customer. The atmosphere of Starbucks was created by taking inspiration from the European-style espresso bar. The company's goal was to create an atmosphere through the Starbucks "experience" and make the area comfortable, yet exclusive. Its primary goal was, simply put, to become the “most recognized and respected brand in the world.” This goal required that the majority of the company's strategic objectives be based on business growth and product innovation. There were many opportunities that made expansion plausible, such as increased coffee consumption and untapped metropolitan areas. Starbucks had achieved all of its success without spending large sums of money on advertising. Mostly point-of-sale materials were used, and marketing in local stores was far below the industry average. Background Starbucks originally opened in 1971. The Seattle-based store began by selling whole Arabica coffee beans to consumers. In 1987 it was purchased by Howard Schultz who made the company what it is today. The company began selling coffee by the cup and opened new stores in various locations. By 1992 there were 140 stores in the Northwest and Chicago, and that's when Schultz decided to take the company public. This allowed him to raise $25 million and open stores nationwide. Starbucks was the dominant specialty coffee chain in North America for... middle of the paper... with its customers. The program will still be free; Customers will need to provide their name, physical address, email address, select an age and income range, and identify their favorite Starbucks beverage to be eligible to participate. This will allow Starbucks to gather valuable information about its customers. It will monitor consumer spending, the number of visits and the number of places frequented by members. The company will also have demographic information such as each member's age, income, geographic location and beverage preference. This ongoing research will be able to monitor trends, the success of new product introductions and keep the company in constant contact with its valued consumers. The new marketing department will have the tools needed to measure and connect customer service and profit performance in future decision-making.