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Starbucks Tows Essay Preview: Starbucks Tows Report this essay “We arent in the coffee business, serving people. We are in the people business, serving coffee” Howard Schultz, Starbucks Chairman and Chief Global Strategist Fortune Magazine, Vol. 149 No. 2 Title: Starbucks: “The Non-Coffee Treat” Submit To: P.V. Sundar Balakrishnan Completed By: Matthew CarmeanPartner Julie AnstettPartner.