Introduction

Figure 1: The logo of Starbucks, it is inspired by the sea featuring a twin tailed siren from Greek mythology (Starbucks Corporation, 2013).

Starbucks is an American global coffee company and coffeehouse chain. It has started a single store in Pike Place Market, Seattle, Washington as a roaster and retailer of whole bean and ground coffee, tea and spices. Starbucks mission is to inspire and nurture the human spirit-one person, one cup and one neighbourhood at a time (Starbucks Corporation, 2013). Today, the company has 18ooo retail stores in 60 countries and has connected with millions of customers (Starbucks Corporation, 2013). Starbucks Coffee Company has a joint-venture with Berjaya Starbucks Coffee Company to bring Starbucks in Malaysia (Starbucks Corporation, 2013). The first Malaysia Starbucks store is opened at 17^th December 1998 in Kuala Lumpur. In January 2012, Starbucks has successfully expanded around Malaysia with 140 stores (Starbucks Corporation, 2013). Starbucks provides a range of products for customers to enjoy in the stores, at home and on the go. The products included coffee, handcrafted beverages, merchandise, fresh food and consumer products (coffee and tea, ready-to-drink and ice-cream). Hence, Starbucks is in coffee industry.