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Therefore, along with top management Schultz is planning his next strategic move for continued success.
1. In 2004 Starbucks main strategy for continued growth is to expand its foreign market. Top management believes it can grow revenues by 20 percent outside the United States by increasing global opportunities making Starbucks one of the world's preeminent global brands. In addition, top executives want to test markets where there is no current Starbucks presence. Other key elements of Starbucks strategy is to improve ways to display corporate responsibility, be protective and sensitive to environmental conservation, continue to say "yes" to customer requests, pursue new distribution channels, continue to purchase top-quality coffee beans to meet Starbucks standards, introduce new drink products and strategize to attract customers who don't drink coffee...
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