스타벅스 영어 논문 (역사, 이익, 실적, 주 고객층, 커피산업 등)

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본문내용

Overview
It is nearing the end of 2012, and Starbucks CEO, Howard Schultz, finds himself in a unique position. His insatiable desire to be a lasting brand and pursue a winning sustainable strategy for Starbucks has led to two consecutive years of record revenues and profits. The Americas business is stronger than it has ever been before, China presents an opportunity to grow a business as large as the Americas, and Schultz finally feels like he has a plan to turn European division around after years of declines and uncertain strategic direction. The Company has recently made two significant acquisitions to help grow its instore business, and, ultimately, shareholders are happy. For any other CEO of a Fortune 500 corporation, these results would be enough, but that is not the case for Howard Schultz. 18 months ago, Schultz set off on the first of many worldwide trips to dive deeper into the opportunities within the tea market. What he found was bigger than he ever had imagined, a $40 billion dollar market growing at mid double digit growth rates that hasn’t seen significant change for centuries. Starbucks already has a $1 billion

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