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Starbucks Case Study Starbucks Case Study#1. In the early 1980s, how did Howard Schultz view the possibilities for the fledgling specialty coffee market? What were the most important factors in shaping his perspective?Possibility for the Market1. Specialty Coffee Market ExpansionAnnual revenue rose from $45 million in 1969 to more than $750 million in 1980.2. SupplyThere.
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Fledgling Specialty Coffee MarketStarbucks Specialty CoffeeTotal Potential Demand