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They claim to be selling the coffee experience. Their coffee bars that sell specialty coffee also gives customers an ambience where they can be themselves. Starbucks advertises themselves as the third place between home and office, where you can escape, reflect, read, chat or listen. They have become the largest player in the coffee industry and is still looking for avenues to expand themselves.
The two questions that arose in Mr.Schultz's mind captures the problem faced by Starbucks.
"Was Starbucks growing in the best way possible?"
"Was Starbucks overextending in its quest for growth?"
Options in front of Starbucks
The dilemma of Howard Schultz right now is what next?...
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