Navigating Through the COVID-19 Crisis: A Case Study of Starbucks

Daisy Mui Hung Kee (Universiti Sains Malaysia)
Muhammad Faheem (Universiti Sains Malaysia)
Sarah Ammar Lutf Al-Anesi (Universiti Sains Malaysia)
Mohd Yusoff Imran (Universiti Sains Malaysia)
Muhammad Hazrul (Universiti Sains Malaysia)
Ahmad Amiruddin Khairi (Universiti Sains Malaysia)

International Journal of Accounting & Finance in Asia Pasific
Vol 4, No 1 (2021): International Journal of Accounting & Finance in Asia Pasific (IJAFAP) February

The purpose of this study is to examine the impact of the COVID-19 pandemic on the world's most famous coffeehouse chain, Starbucks Corporation. Starbucks has a large number of loyal customers; it makes Starbucks qualify as the best object for this study. By the end of 2020, Starbucks has more than 30,000 locations worldwide in more than 80 countries. The COVID-19 pandemic struck Starbucks ' business, forcing the company to looking for new strategies and alternatives to run its business efficiently. This study was built on data collected. There are 100 customers participated in the survey. Discussion and recommendations are presented.