Starbucks main business is operating coffee shops, in which it offers a variety of coffees, as well as ready-to-eat food and accessories. It is a U.S. based company with shops in five different countries, although primarily the U.S.A. Starbucks directly runs about 4,700 shops, while licensees run another 2,800 units (Starbucks Corporation). StarbucksÂ’ target audience is relatively affluent consumers who are prepared to pay for the luxury of expensive coffee and snacks.
