At a recent investor conference, Starbucks' management pleased investors with promises of caffeinated growth, including aims to increase its China presence threefold. Other strategies include distributing more Starbucks merchandise through grocery stores and opening new types of Starbucks cafes.
"No one at Starbucks is doing a victory lap," CEO Howard Schultz said at the conference. He added, "We are as hungry and as motivated as any other time in our history to win."
Starbucks had better be hungry, since tons of companies would like to steal market share. It has its traditional coffee rivals to contend with, such as Caribou
In addition, it faces less conventional rivals such as McDonald's
Starbucks' brewing battle with Kraft
Starbucks shareholders should feel glad about the company's drive to generate additional growth, and its aim to win. Opportunities in populous international markets like China always sound promising, especially after the recession forced Starbucks to close stores in the U.S. The chain's obvious overexpansion clearly proved that the once-mighty Starbucks isn't infallible.
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