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What should Starbucks do to 'better survive and prosper'? Coffee has always played an integral role in western culture, from the establishment of international trade, to the espresso bars of modern society. Initially only consumed by the upper echelons of society, coffee was perceived as a luxury and only consumed within specialist coffee bars hidden in the shadows of western society. One of the lead organisations that brought coffee out of the shadows and into the limelight was Starbuck's during the late twentieth century. Ever since that day, Starbuck's has evolved to be a household name and has transformed the commodity of coffee from a luxury into an upscale cultural phenomenon. In 1992, Starbucks had 140 stores in the northwest and Chicago, with all outlets operated centrally. It sold a variety of whole beans and premium-priced coffee by the cup. The general demographic attracted were well educated, affluent, white collar and predominantly...

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