Starbucks is the largest coffeehouse company in the world with over 9,000 locations globally. It has maintained its position as the premier purveyor of high-quality coffee products and a relaxing social atmosphere. However, aggressive expansion poses risks to management and finances. Competitors like Dunkin' and McDonald's offer cheaper, quicker options that pose threats. The document suggests modifications to Starbucks' logo, tagline, store layouts, and products to better standardize quality and service while respecting customer preferences.