Starbucks Company Overview
Starbucks, a well-managed assertive company, has consistently achieved growth since its early beginnings. Starbucks is the largest retailer of specialty coffee drinks and coffee beans in the nation sold through company-owned retail outlets and supermarket chains (Starbucks Corporation, 2009). The Starbucks name has earned its place as an innovative organization that represents a sense of community and shared ideals among its customers, its employees, and the world at large and its brand is equivalent to quality. By combining its well-known name and brand with focused superior customer service, Starbucks is positioning itself in the market with enhancing both its product line and its marketing channels since it first opened its doors in 1971. Current expansion has obtained growth of over 2,000 locations throughout the United States, the United Kingdom, Canada, and Asia. Starbucks brings the “exciting coffee experience to its customers almost anywhere” (The Gourmet Retailer, 2009). Starbucks, formerly known as Starbucks Coffee, Team and Spice was founded 1971 in Pike Place Market, Seattle, Washington. The owners, two men by the names of Gerald Baldwin and Gordon Bowker used to import and roast the coffee themselves in an old industrial building next to a meat packing plant. Baldwin and Bowker founded Starbucks because they loved coffee and tea and wanted Seattle to have the best. Based on many of fundamental ideas of Alfred Peet from Peet’s Coffee and Tea in Berkeley, Baldwin and Bowker had a solid business of selling fine coffees, with 5 stores operating throughout Seattle area. Howard Schultz joined Starbucks in 1982 as head of marketing. At Schultz’s urging, Starbucks began testing its’ first espresso bar in Seattle, on April of 1984. According to Schultz and Jones Yang (1999), “Within two months, the store was serving 800 customers a day” (p. 60). The average number of customer before the espresso bar opened was 250. After...
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