Starbucks - synonymous with luxury at affordable prices, a coffee known throughout the world for years. Starbucks earned its position with a much smaller budget than other major brands. The company's history, expansion and marketing strategy can be a model for other companies. It all started 43 years ago, from a small shop in Seattle. Today it is still a growing empire with thousands of outlets around the world. It is a huge incentive for small businesses to never stop development, simply because a good plan can achieve real success. Many business schools examine and analyze Sturbucks' marketing strategies, trying to find an answer to why these and not other techniques worked for the brand. After the financial crisis that hit Starbucks, the president of the company decided on a radical and shocking step, he closed all the bars in the world for a day to train staff in 7100 stores. This resulted in a loss of several million dollars. For Schultz, Starbucks isn't just a business. Of course, ultimately the profitability of the company is important, but there are also non-material values. The café, according to Starbucks tradition and culture, must be a place where people meet, relax, read a book or work with a cup of coffee. The emotions that accompany them are important. Schultz says for him the Starbucks brand is something he loves. Howard Schultz is not afraid to make difficult and controversial decisions that could lead to disaster, because he understood that the recipe for victory is a change of strategy combined with great courage to innovate. the most important thing was the adoption of a new perspective, a new point of view. He wanted with all his might to res... middle of the sheet ...... visitors are encouraged to discuss and exchange experiences with the owners, and the company tries to "personally" take an active part in these discussions, giving the feeling that it is the brand that takes care of every customer and their needs. For years, Starbucks has been known for its creativity and innovative ideas added to their products or services. They have added more variety of flavors to their coffee, more interesting menu choices and were the first to offer the possibility of using the Internet in their stores. Is Starbucks the best coffee in the world? I don't know, but it certainly offers an exceptional service and has successfully organized and engaged in interesting social activities for many years. We then observe brand actions and benefit from free sources of marketing inspiration. Perhaps one of these we can apply to our operations.