Object: to use militaristic strategies, to discover, seize and develop new temporal sites, sites of desire or actual physical space to expand territories of consumption.
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S T A R B U C K S
.E X P A N D I N G
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Object: to use militaristic strategies, to discover, seize and develop new temporal sites, sites of desire or actual physical space to expand territories of consumption.
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Starbucks has expanded at a rate of one store per day for the last three years. The company's strategy is to establish a flagship store in a prominent part of the city and then to sprinkle more stores around it. Other formats include the Core A (1400 sq. ft.) and a Core B (1000 sq. ft.), the breve bar which is a store within a store for locations in supermarkets or the lobbies of office buildings, and the a doppio, the smallest transportable presence only occupying 8 square feet. Starbucks knows that it has so many stores so close to each other that the stores cannibalize each other's business. The company is introspective about its apparent split personality. Is it small or its it large? Finally, it simply can't keep from spreading the good word about coffee, proselytizing about its sophisticated feel-good experience and overwhelming the market with sheer numbers of stores. The brand is a kind of child that must be nurtured and its parents feel that it will grow up to be as recognizable as Pepsi or Coke. Now the company's global reach is most important since they believe that there will eventually be more Starbucks in Asia than in North America. | ||
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