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“Fraţii Buzeşti” National College

Coordinating Teacher Laura Schevach Student Alexandra Maria Costa Class XII H

Craiova, May 2013

Summary

Summary........................................................................................................................... 1 I. Rationale .................................................................................................................... 2 I.1. Founding .................................................................................................................. 3 I.2. Sale and expansion ................................................................................................... 3 I.3. Expansion to new markets and products .................................................................... 4 III. Products .................................................................................................................. 5 II.1. Coffee ..................................................................................................................... 5 II.2. Tea ........................................................................................................................ 6 II.3. Coffee Quality ........................................................................................................ 7 IV. Advertising ............................................................................................................. 7 III.1.Logo ....................................................................................................................... 7 III.2. Partnerships .......................................................................................................... 8 V. Intellectual property ................................................................................................... 9 IV.1. Environmental impact............................................................................................ 9 IV.2. Recycling ............................................................................................................. 10 IV.3. Fair Trade ............................................................................................................. 11 VI. Controversy .......................................................................................................... 12 V.1. Parodies and infringements .................................................................................... 12 V.2. Market strategy .................................................................................................... 12 V.3. Labor disputes ........................................................................................................13 V.4. Hoax Letter .......................................................................................................... 14 VII. Conclusions .......................................................................................................... 15 II. History....................................................................................................................... 3

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I.

Rationale

We all have our hidden obsessions and passions. Growing up in a city that is not provided with a Starbucks Café got me intrigued so I started getting more and more interested in knowing almost everything about the corporation and its history. Therefore, I have taken the first chance to present what I hope to be a very interesting subject, since everyone drinks coffee and everyone wants to learn more about its history. In the first chapter I am going to present a brief story of the evolution of Starbucks. In every

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II.
I.1. Founding

History

The first Starbucks opened in Seattle, Washington, on March 30, 1971 by three partners that met while students at the University of San Francisco: English teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker. The three were inspired to sell high-quality equipment coffee by beans and coffee...
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