Starbucks

Starbucks Coffee Co. changed the concept consumers had about drinking coffee. With more than 1000 outlets across the USA (1997 numbers) and the intention of doubling that over the next 3 years and considering international expansion, the company has transformed a simple beverage into a lifestyle accessory with as much elegance as the latest fashion. The Seattle based chain success over the past 25 years has a lot to do with the quality of the product, which has attracted …

…another point is that the people in this country are open for western lifestyle, besides of differences in their culture. ¡¨INDUSTRY ANALYSIS - The gourmet coffee industry has exploded, with a grow rate of 30% per year for the past 3 years, as coffee bars, shops and houses have turned coffee into a trend. According to figures, there were 463 coffee outlets in the country in 1991, but by the middle of 1996, there were 5,425, which mean an increase of 1,000%.