Chapter – 7

Currently (mid-2007) Starbucks has 4000 coffee chains outside the US but it wants to increase that number to 20,000 in the near future. Russia is one market Starbucks is betting heavily on. Although Russians prefer to drink tea and instant coffee, Starbucks hopes that its brand will have a strong consumer pull. The company believes the sheer experience of sipping coffee at its outlet will be ... ................
................