Starbucks

Abstract

Starbucks is a world renowned company. They went from whole bean roaster and coffee

machine retailer to the leading specialty coffee house chain. This was done by focusing on

quality and atmosphere. They have found that people stop for than just a cup of coffee. They

come to work, relax and hang out with friends and family or just for a quick break. Daily coffee

consumption among adults is on the rise. Without any major competition, Starbucks has made its

place in this industry.

Starbucks

Starbucks

Starbucks . . A Business of Beans

The Starbucks Corporation is an American global coffee company and coffeehouse

chain based in Seattle, WA. Their stores are known as a gathering place with a warm welcoming

environment, quality customer service and exceptional products. They offer a wide range of

products which can be enjoyed on site, at home or taken with you (Starbucks Company Profile,

2012).

The History of Starbucks

When Starbucks’s first store was opened in Seattle, Washington in 1971 by Jerry

Baldwin, Zev Siegl and Gordon Bowker they sold only coffee beans and coffee making

equipment. Howard Schultz was hired as Director of Retail Operations roughly 10 years later

and tried to talk the owners into selling drinks. He wasn’t able to and moved on to start the II

Giornale chain of coffee bars in 1986. One year later Starbucks was sold to Schultz who kept

the name and quickly started expanding. Over the years Starbucks has either acquired or bought

companies like Seattle’s Best Coffee, Diedrich Coffee and Peet’s and there are more than 17,000

stores in 55 countries around the world with over 11,000 in the United States alone. In the 90’s

they were offering stock options to employees and went public (Coffee Cake).

Starbucks name comes from Captain Ahab’s first mate in the classic novel Moby Dick.

They derived their logo from this idea also. The logo has gone through a lot of changes... [continues]

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