1. There are number of factors that accounted for the success of Starbucks in the early 1990’s. If you look at the history of Starbucks you see the concept was created by the highly popular Italian social Coffee Culture. Brining this to North America meant developing not only a business, but a social culture that would change coffee drinking into an experience with ambiance. The success started by targeted white color, well educated females in the age range of 25-44. What made the company more of a success was that it didn’t spend any money on advertising and Wall street types critiqued the venture to be unreasonable as drinking coffee in America wasn’t popular and selling premium coffee with Italian names was just irrational. What made this such a phenomenon is, despite the critiques Schultz (founder) created a coffee culture amongst North America creating coffee drinking more of an experience than a product. Starbucks in 2002 differs from Starbucks in 1992 because in 1992......

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Title: Starbucks Analysis
Approximate Word Count: 891
Approximate Pages: 4 (250 words per double-spaced page)

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