Starbucks Final Case Study
CASE STUDY: STARBUCKS CORPORATION (SBUX)
Frank Mabson
BUS 411: Strategic Planning
Professor Oma Lopes
Midway College - Online
Historical Background
The name Starbucks came from a character that was chief mate aboard the Pequod in the novel Moby Dick by Herman Melville (Rolph, 2012). Originally, the name for the company was Pequod until one of the original co-owners vetoed it and agreed on the name Starbucks instead. Now, we associate the name Starbucks with the company logo, which features a two-tailed Greek mythology figure called siren.
The Starbucks Corporation (SBUX) is an American, multinational coffee chain formed in 1985. The idea was sculpted and brought into reality by writer Gordon Bowker, history teacher Zev Siegl, and English teacher Jerry Baldwin, all of who attended the University of San Francisco where they met. The three men learned the coffee roasting technique from Alfred Pete, who had his own unique way of roasting. On March 30, 1971, Seattle, Washington became the home of the first Starbucks location. From 1971 – 1976, the original store was located at 2000 Western Avenue. The store was then permanently moved to 1912 Pike Place Market. Early on Starbucks only sold whole roasted coffee beans and provided small sample cups of its roasted coffee to its customers. Current CEO Howard Shultz crafted the great atmosphere Starbucks has. In 1981, Mr. Schultz along with founder Jerry Baldwin took a trip to Italy in search of new products. While in Italy, Mr. Schultz was inspired by the renowned Italian café environment and decided that the element was needed in order to take it to the next level. To distinguish the company from the rest of the industry, Mr. Schultz wanted to make Starbucks multi-dimensional in a sense offering more than just premium beverages and specialty snacks. Turns out Mr. Schultz’s ideas were genius; hence the results.
Starbucks - Mission According to Starbucks’s mission
Frank Mabson
BUS 411: Strategic Planning
Professor Oma Lopes
Midway College - Online
Historical Background
The name Starbucks came from a character that was chief mate aboard the Pequod in the novel Moby Dick by Herman Melville (Rolph, 2012). Originally, the name for the company was Pequod until one of the original co-owners vetoed it and agreed on the name Starbucks instead. Now, we associate the name Starbucks with the company logo, which features a two-tailed Greek mythology figure called siren.
The Starbucks Corporation (SBUX) is an American, multinational coffee chain formed in 1985. The idea was sculpted and brought into reality by writer Gordon Bowker, history teacher Zev Siegl, and English teacher Jerry Baldwin, all of who attended the University of San Francisco where they met. The three men learned the coffee roasting technique from Alfred Pete, who had his own unique way of roasting. On March 30, 1971, Seattle, Washington became the home of the first Starbucks location. From 1971 – 1976, the original store was located at 2000 Western Avenue. The store was then permanently moved to 1912 Pike Place Market. Early on Starbucks only sold whole roasted coffee beans and provided small sample cups of its roasted coffee to its customers. Current CEO Howard Shultz crafted the great atmosphere Starbucks has. In 1981, Mr. Schultz along with founder Jerry Baldwin took a trip to Italy in search of new products. While in Italy, Mr. Schultz was inspired by the renowned Italian café environment and decided that the element was needed in order to take it to the next level. To distinguish the company from the rest of the industry, Mr. Schultz wanted to make Starbucks multi-dimensional in a sense offering more than just premium beverages and specialty snacks. Turns out Mr. Schultz’s ideas were genius; hence the results.
Starbucks - Mission According to Starbucks’s mission
Citations: Rolph, A. (2012, June 29). How Starbucks got its name. . Retrieved , from http://blog.seattlepi.com/thebigblog/2012/06/29/how-starbucks-got-its-name/ Sustained Competitive Advantage of Starbucks. (2013, October 30). . Retrieved , from http://unrealist.hubpages.com/hub/Sustained-Competitive-Advantage-of-Starbucks DeGrande, J., & Hilowitz, A. (2011, July 11). Starbucks Announces New Leadership Structure to Accelerate Global Growth Coffee & Snack Shops in the US : Market Research Report. (2014, May 1). . Retrieved,from http://www.ibisworld.com/industry/default.aspx?indid=1973 Armental, M. (2014, April 24). Starbucks profit climbs as coffee chain ups outlook ASSOCIATION, P. (2012, November 12). Starbucks executive denies lying over UK losses - Parliamentary committee investigating tax paid by multinational companies says coffee chain 's claim 'doesn 't ring true ' International Coffee Organization Prices. (2010, December). International Coffee Organization - News from the ICO environment Oct. 26, 2012 | by Alicia Kelso. . Retrieved October 26, 2012, from http://www.qsrweb.com/articles/dunkin-embraces-5-strategies-to-navigate-tricky-environment/ Corporate Careers: An Opportunity For Everyone