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Starbucks is the leading retailer and roaster of specialty coffee in the world. During its early years, Starbucks experienced rapid growth and expanded internationally as they strived to fulfill their mission: “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”. However, overexpansion led to dilution of its brand equity. After restructuring, Starbucks emerged stronger than ever, maintaining its international presence with more than 17,000 retail stores in over 50 countries.Using the COSO ERM Framework Model, we shall examine how Starbucks’ internal environment has contributed to its early successes, eventual shortcomings and how they have emerged stronger.

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