Case Starbucks J. Paul Peter University of Wisconsin—Madisong;, 0 Davis Barber/Photo Edit Starbucks Corporation is the world’s largest coffee retailer and has continued its phe-nomenal success into 2008. The- company has won a variety of awards for its work in set-ting coffee-buying guidelines that are environmentally, socially, and economically responsible and for being one of the most admired companies in the United States. In one recent year, it donated over $36 million in cash and products and nearly 400,000 hours of community volunteer work. Exhibit 1 summarizes its growth in revenues, earning, and stores in recent years. However, the company made some serious strategic errors and faced increasingly strong competition, causing its stock price to fall from $36 to $18 per share in early 2008. Starbucks was started in Seattle, Washington, in 1971 when three young men decided to try their hand at selling gourmet coffee. They were betting that consumers would pay $1.50J. Paul Peter was James R. McManus—Bascom Professor in Marketing at the University of Wisconsin—Madison. All information in this case is taken from public sources including starbucks.corn.316 •MirEr.,-*”

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