This paper examines how there are a number of issues confronting Starbucks Corporation within the given case study. It looks at how the current strategic direction of the company in the view of senior management, will allow Starbucks to sustain growth through the development of the Starbucks brand image and by increasing the presence of Starbucks in diverse markets both in North America and around the world. In this analysis the issues confronting Starbucks would appear to be mainly a balancing of the diverse opportunities presented to the company by its rapid growth.
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