Starbucks Goes Global FastThere are many topics that emerge during the case with Starbucks Corporation. Starbucks Coffee is present all over the world and there are many different ways to look at this situation. The company offers a unique range of coffees, lattes, espressos and café-style drinks. The company intended to reach a specific target audience, but ended up in many different markets and grew quickly. Starbucks has extensively used the “youth appeal” strategy to gain entry into new markets. However, such enthusiasm cannot be relied upon indefinitely; other strategies are always in the works. Over time Starbucks has been able to gain a solid brand reputation and has a world-famous corporate logo. There were some controllable and uncontrollable elements that Starbucks encountered when entering global markets. The goal strategies of any company are vital to its success. This is an area where Starbucks has excelled, just as McDonald's has in recent years. Starbucks has paralleled its branding with the actions found in any Starbucks around the world. They have an excellent corporate vision, which they stick to, which in turn helps their brand image. Starbucks' image has been achieved not only through this and their massive global entry, but through their ability to provide honest, quality service. There was a time in recent years when Starbucks saw an opportunity to go global and seized it. As far as this article is concerned, when looking at the company's weaknesses there is nothing that is a serious concern for the company. If you looked at Starbucks today you would see a very different perspective. The company started by using a benchmarking strategy by trying to imitate what was being done by other major competitors. (Now Starbucks is the gold standard!) The company continues to work toward its long-term goal of becoming the most recognized and respected coffee brand in the world. In an article I read, a Starbucks spokesperson said it hoped to become the Q-Tip of the coffee business. There are some risks that the company faces. One that Starbucks is already attacking and trying to overcome. Starbucks' expansion coincides with one of the worst economic surges in history. It has become unaffordable for the average person to go to Starbucks for a coffee since a coffee costs as much as a gallon of gas. If you drink coffee a day for a week, that's almost a tank of gas! This is why Starbucks now offers a less expensive cup of coffee with a completely different label and everything.