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The company's original marketing strategy was to blanket a region with new stores. The idea behind this was to reduce a customer's wait in lines, while also reducing the company's distribution costs. Revenues from stores were actually beginning to decline because stores were in such close proximity to one another. Although Starbucks was still ahead of their competitors, they were unable to stir up new business due to the overwhelming number of U.S. locations.
The organization knew that in order to maintain growth and still be able to boost revenues, they would need to expand over seas. In 1995, Starbucks formed Starbucks Coffee International in order to monitor the company's international expansion operations (Starbucks International Operations 4)...
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