Starbucks - synonymous with luxury at an affordable price, a coffee known all over the world for years. Starbucks has earned its position on a much smaller budget than other major brands. The company's history, expansion and marketing strategy can serve as a model for other companies. It all started 43 years ago, in a small store in Seattle. Today, his empire continues to grow with thousands of outlets around the world. This is a huge incentive for small businesses to never stop growing, simply because a good plan can lead to real success. Many business schools examine and analyze Sturbucks' marketing strategies, trying to find an answer to why these techniques and not others worked for the brand. In 2008, after the financial crisis that hit Starbucks, the company's president took a radical and shocking step: he closed all the coffee shops in the world for a day to train the staff of 7,100 stores. This resulted in a loss of millions of dollars. For Schultz, Starbucks is more than just a business. Of course, ultimately the profitability of the business is important, but there are also non-material values. According to the tradition and culture of Starbucks, the cafe should be a place where people meet, come to relax, read a book or work with a cup of coffee. .The emotions that accompany it are important. Schultz says that for him, the Starbucks brand is something he loves. Howard Schultz is not afraid to make difficult and controversial decisions that could end in disaster, because he has realized that the recipe for victory is a change in 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 re...... middle of paper ......ite visitors are encouraged to discuss and exchange experiences with the owners, and the company tries to take "personally" a actively participates in these discussions, giving the feeling that it is the brand that cares about each customer and their needs. For years, Starbucks has been known for its creativity and innovative ideas added to its products. or services. They added more variety of flavors to their coffee, more interesting menu choices, and were the first to offer the ability to use the Internet in their stores. Is Stabucks the best coffee in the world? I don't know, but she certainly provides exceptional service and has successfully organized and participated in interesting social activities for many years. So let's observe the brand's actions and benefit from free sources of marketing inspiration. Perhaps one of them can be applied to our operations..