Starbucks is known for its unique marketing approach for the production and selling of coffee. Today it has a network of coffee houses spreading from one corner of the world to another. The key to the success of this organization is its strategist head Howard Schultz. With his creative mind and innovative approach to consumer based marketing, the organization has been able to expand at a minimal cost and yet at the same time reap a high growth rate of 22% approximately. Today, Starbucks is known for its hip ambiance and expensive coffee. However, critics have predicted the gap between the company's current strategy and that of the future will boot the company out of its own competitive arena.
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