Starbucks Corporation (NYSE: SBUX) is an international coffeehouse that has built one of the world's most powerful and recognizable brands of high-quality coffee and the unique "Starbucks Experience."^[1]

Starbucks first revolutionized the coffeehouse industry by marketing expensive, high-quality coffee as well as a "third place" between work and home - a warm, clean, and inviting environment where customers go to escape the chaos of daily life. ^[2] However, while the company faced significant growth in the early 2000s, Starbucks faces significant headwinds as its stores face saturation in the domestic market. A shift in consumer spending triggered by the global recession has also driven consumers to less costly competitors such as McDonald's.

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