Etude De la chaîne multinationale Starbucks (document En Anglais)

Starbucks is a multinational chain of coffee which was founded in 1971.

They sell their own brand of coffee and tea, pastries, utensils and coffee machines.

The first Starbucks opened in Seattle and later in Vancouver and Chicago.

Today Starbucks has expanded in Asia, Oceania and the United Kingdom, Europe and North Africa.

Starbucks has a great reputation in his field but have to face competition particularly in the U.S., like Peet's or The Coffee Bean.

We can also talk about Mac Donald and Burger King which offer less expansive coffee drinks.

Starbucks offers five differents amounts of drink:

Short: two hundred thirty to six milliliters

Tall: three hundred and fifty to four milliliters (Cop)

Large: four hundred seventy-three milliliters

Venti: five hundred ninety-one milliliters

Only the U.S. Trenta size: nine hundred and sixteen milliliters.

But also an important selection of drinks that we can gather into differents categories:

- The Beverage Products Espresso,

- The chocolate drinks,

- The frozen drinks in cafes and coffee light,

- The frozen drinks,

- Teas,

Finally forty drinks are proposed..

In terms of food, Starbucks offers several types of product prepared on place, such as pastries, croissants, muffins, cookies, donuts, cold sandwiches, hot sandwiches, salads and yogurt, either total thirty-eight confections on the menu.

The company has become famous thanks to the diversity of products they offer, but also due to the renewal of their revenues respectively adapted to each season.

Starbucks is committed to the instructions of "Coffee and Farmer Equity Practices" which is a set of measurable standards that aim the four following areas:

- Product quality,

- The economic responsibility,

- Social responsibility

- Environmental responsibility,

We can say that Starbucks is positioned at the top of the range, also by the prices they offer because they are positioned on a higher price compared to its direct and indirect competitors. For example a Viennese chocolate in a traditional coffee will be offered at five dollars and fifty five euros at Starbucks (Paris region).

However the prices are justified in terms of product quality, diversity that Starbucks offers, but also in concept, since the brand offers a real friendly atmosphere and a place where you can settle for work, study, discuss and consume.

Starbucks has played on his high reputation already acquired abroad (including the U.S.) and the "grapevine" and social networks like Facebook and Twitter to make themselves known in France. The brand

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