Introduction to Starbucks

Only available on StudyMode
  • Download(s) : 232
  • Published : December 22, 2012
Open Document
Text Preview
st
Introduction to Business

Group Name: - Donald duck
Title of assignment: - Star Bucks details
Date of submission: - 19 October 2006
Students: - AIBAK / 48563
BURHAN / 48553
MUSTAFA / 48257
MUHAMED / 48256

Title Page
|Introduction |2 | |History and background |2 | |Mission Statement |3 | |Annual Report |4 | |Vision |4 | |Marketing Policy |5 | |Target market |6 | |Board of Directors |8 | |Analyst Coverage |9 | |Passion for Perfection |10 | |Wireless Internet Access |11 | |Menu |11 | |Advertising |15 | |Reflection page |15 | |Conclusion, Reference |16 |

Introduction

Starbucks Coffee, Tea and spice, as it was originally known, roasted its first coffee beans in 1971. This tiny coffee house in Seattle, named after a character in the novel Moby Dick, was the vision of three men – Baldwin, Siegel, and Bowker – who cared passionately about fine coffee and tea. Their determination to provide the best quality coffee helped their business to succeed, and a decade later, their fourth store in Seattle opened.

Starbucks serves over 25 million customers a week in 7,500 stores around the world. And this figure is increasing rapidly with three or four new stores being opened everyday.

History and background

In New York, Howard Schultz, a businessman specializing in kitchen equipment, noticed that a small company in Seattle was ordering a large number of coffeemaker. Out of curiosity, he made the cross country trip to Seattle to find out more. Immediately he saw the Starbucks store, he knew that he wanted to be part of it. The three founder members weren’t initially very keen, but a persistent Schultz was eventually hired to be head of Starbucks marketing in 1982. He modeled the Starbucks stores on Italian espresso bars, and made them comfortable places to relax. Within the next ten years, Schultz had already opened 150 new stores and had brought the company! There are now stores all over Europe, Asia, and the Middle East. Today Starbucks is one of the world’s most recognized brands.

Starbucks purchases and roasts high-quality whole bean coffees and sells them along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment -- primarily through its company-operated retail stores. In addition to...
tracking img