Topics: Entrepreneurship, Coffee, Marketing Pages: 5 (1695 words) Published: March 21, 2014

Regardless the state of the country, one can realize that coffee is one of the most favorite products among American people. It has remained in the top positions for some decades. However, drinking coffee is not only the consumption of a product; it has become a daily activity. It is normal to hear this question when someone wants to meet up with one person: “do you want to get a coffee tomorrow and we can talk about...?” Any excuse is good enough to get a cup of coffee. The beginning of the coffee industry dates back to the 1960’s, when a man named Alfreed Peet felt the inspiration to create the first gourmet coffee shop (Peet’s Coffee). That inspiration came, between other reasons, because he grew seeing his parents ‘coffee business (Peet’s Coffee). He was living in Holland and later in Indonesia. After that, he went to California where he thought he had the necessary knowledge to start his own business. By doing that, Peet started to produce a richer and more complex coffee that the available coffee at the market (Peet’s Coffee). Because of his marketing strategy, motivation through employees and resilience to fall, Alfreed Peet was one of the most innovative and creative entrepreneurs of coffee industry. Some people think that entrepreneurs are different from everyone else since they think these people were born with a special ability that nobody else has. However, these people are what they are because they learn from experience, including inconvenient experiences. Peet reached a great success because he did it. Despite this level of success, Peet can still became a better brand by introducing an aggressive advertising, worldwide expansion, and improving the pricing system. Peet had the features that best define an entrepreneur. First, he had the vision to open a shop in an unfamiliar market, the coffee market. Vision is a characteristic that most of the entrepreneurs have (Boone and Kurtz 608). Entrepreneurs do not fall depressed when people tell them that their business will not run successfully. Instead, they trust in their intuition and continue until they get what they want (Kelly and McGowen 92). Along with vision, Peet had passion about his coffee. He did not think in becoming rich or famous, but making the best coffee he could. He knew the importance of enjoying the process rather than thinking about the outcome. Moreover, he had enough motivation to start his business and offer the best product and service. This is the most important factor that one person must have to get anything in his or her life. Some people do not pay enough attention to how important the motivation is to succeed in any field. When one is motivated, it is much easier to reach any goal. Time does not seem to go by when one feels a motivational force inside him. Furthermore, the motivation makes one enjoy whatever he or she is doing. Then, along with this enjoyment, the results come without the sense of effort. “Motivation is important simply because it allows you as a leader to meet and even exceed your own organizational goals” (“importance”). However, motivation is not enough if one does not spend time working. For this reason, Peet knew that dedication was important if he wanted to be successful in the coffee industry. He did not believe in luck, but in causality. Another reason why he was a successful entrepreneur was that he wanted to see the growth of his family´s coffee business. He wanted to continue what was started decades ago. Finally, the word “commitment”. To Peet, it meant to be persistence. If he wanted his dream to become a reality, he had to overcome big obstacles. It meant never giving up and to being congruent by taking action instead of just talking. Peet´s coffee should be an admired company because of its behavior towards employees and customers. Peet´s makes an effort in having a good workplace where employees must be prepared to create the great coffee that customers like (Peet’s Coffee). It has been proven...

Cited: Boone, Louise E., and David L. Kurtz. Contemporary Business 12th Edition. Mason: Thomson,
2006. Print.
Espinosa, Jerome. “How to effectively handle union negotiations.” Helium 06 Oct.
2010. Web. 03 February. 2012.
“Importance of Motivation.”, Web. 20 Jan. 2012.
Kelly, Marce., and McGowen, Jim. BSN3. Mason: South Western Cengage Learning, 2006. Print.
Peet’s Coffee and Tea. Peet’s Coffee and Tea. PCT, Web. 14 Dec. 2011.
Sharpe, Dave. “Choosing Leadership Styles.” Montana State University
Extension, Web. 20 Jan. 2012.
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • Starbucks Coffee in the 21st Century Re Essay
  • Coffee and Starbucks Essay
  • Coffee and Starbucks Essay
  • Coffee and Company Overview Starbucks Essay
  • Alaska Coffee Company Essay
  • Case Study of Csd Industry, Rte Industry and Specialty Coffee Industry Essay
  • Essay on Marketing Research- Starbucks vs. Coffee Beans
  • Essay about The Starbucks Experience: Marketing Strategy of the Coffee Chain

Become a StudyMode Member

Sign Up - It's Free