* History of Starbucks
Starbucks’ history began in Seattle in 1971, when three students named Jerry Baldwin, Zev Siegel, and Gordon Bowker decided to be partners and opened a little shop in Pike Place Market to sell high-quality coffee beans and equipment. They were influenced by a trip to Africa where they tried a huge variety of coffee flavors as well as a coffee retailer called Alfred Peet. In 1981, Howard Schultz, Vice President and General Manager of U.S. Operations for Hammarplast noticed Starbucks’ success and decided to analyze the company in more depth. He was struck by the business philosophy of serving good coffee with dark roasted flavor profiles. He wanted to transmit that coffee passion by working for the Starbucks enterprise to expand outside Seattle, thereby exposing people all over America goes to Starbucks coffee. However, the founders were against hiring him because geographic expansion was too risky and because they did not share Schultz's vision for Starbucks. Finally, they reconsidered Schultz’s idea and decided to hire him as head of Marketing. After that, Schultz was trained about Starbucks’ coffee culture and then was sent to Italy to attend an international house wares show. In Italy, he visited a variety of coffee bars and noticed that Starbucks needed to serve fresh-brewed coffee, espresso, and cappuccino in its stores in addition to beans and coffee equipment. Besides, he considered that Starbucks stores would be a place to meet friends as they would at home. Re-creating the Italian coffee-bar culture in the United States could be Starbucks' differentiating factor. Baldwin and Bowker were not interested in serving coffee. They regarded that to expand their business would deviate from their core business. They were however attracted by the idea to acquire Peet's Coffee and Tea, which took place in 1984. Finally they decided to give Schultz the opportunity to test an espresso bar. Howard Schultz was convinced that his idea was a big winner. He eventually left Starbucks to start his own business, called Il Giornale in 1985. In 1987, Schultz raised enough capital with local investors and purchased Starbucks. He first combined Starbucks and Il Giornale operations, and then re-branded both businesses under the Starbucks name. He wanted Starbucks to become the most respected brand name in coffee and to be admired for its corporate social responsibility, its values and its guiding principles. In 1985, Starbucks started its expansion into different cities in the USA and Canada, opening in Chicago and Vancouver, B.C. Finally, Starbucks decided to internationalize its business outside of North America in 1995. The company entered into Japan by creating a joint venture with SAZABY Inc. In 1998, the company went into New Zealand by granting its license to Restaurant Brands New Zealand Ltd. Furthermore, in that year Starbucks bought sixty-five Seattle Stores to enter the United Kingdom market. In 2001, Starbucks created a joint venture with VIPS Group, a well-known Spanish restaurant chain. The following year, Starbucks opened its first store in Spain. B）Starbucks in Malaysia
Berjaya Starbucks Coffee Company Sdn Bhd is jointly owned by Starbucks Coffee International and Berjaya Corporation Berhad. The company operates Starbucks stores throughout Malaysia and is committed to offering the world’s finest coffee while enriching Malaysians’ lives one cup at a time. The first Starbucks store in Malaysia opened on 17 December 1998 at KL Plaza in Jalan Bukit Bintang, Kuala Lumpur. To date, the company has over 115 stores all over Malaysia.
Today Starbucks is the largest coffee shop company in the world. It is specialized in high quality of coffee which derives one hundred percent from the Arabic coffee variety. Starbucks is characterized by its “third place concept”. A coffee company seeks its customers to consider its stores as a place between home and work. Moreover, its success owes to...