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Starbucks History and Success

Uploaded by barbardo1 on Nov 16, 2008

Running head: Starbucks













Starbucks History and Success
Angelo Barbardo
Hawaii Pacific University











Table of Content
Starbucks. 1
Table of Contents 2
Executive Summary 3
Mission Statement of the Company 5
Objectives of my Research 6
Macro-Environmental Analysis of the Company 6
Economics 6
Political/Legal 7
Historical 8
Demographics 12
Social/Cultural 13
Technological 14
Micro-Environmental Analysis 14
Management 14
Marketing 16
Finance 17
Conclusions and Recommendations 21
Source Page 22


Executive Summary
Starbucks opened operations in Seattle’s Pike Place Markets in 1971 with the future aim of providing coffee to a number of restaurants and surrounding bars. With the recruitment of Howard Schultz who led the marketing and retail efforts of Starbucks in 1982, the company took a change in direction through the views of Schultz, who after visiting Italy tried to adapt the same principles in order to a strong bar culture. Schultz then utilized Starbucks ability to provide quality coffee beans and opened up a new store called Il Giornale, which brewed coffee from these particular beans. By 1987, Giornale had decided to take over the assets of Starbucks and also, further changed its name to Starbucks Corporation. By the end of the year, Starbucks had increased the number of stores to 17 and furthered its location span by entering Chicago and Vancouver.
In 1990, the company took further steps forward with expansion of the Seattle headquarters and an increase in resources with the opening of a new roasting plant. Relationships and other ventures also took off during the early nineties as the company looked to development organizations to further its progress. By 1995, the company really established its name with the opening of the 676th store as well as increasing the products in store with the addition of compact discs a result of a previously popular experiment with ‘in-house’ music. In 1996, the company kept on stretching its reach by entering into the market of Japan, Singapore and Hawaii. This was achieved through joint ventures including the one formed with Sazaby Inc., which pushed through the development of coffee houses in Japan. By the year 2000, things had progressed so far that 3,300 stores were already opened, the company had ventured into countries ranging from England to Australia and a website was created to keep up operations with the latest technology (starbucks.com).

The current international situation for Starbucks seems to be an emerging part of their business and the reorganization of this is proved by their aim to become a leading global company through making a difference in people’s lives all around the world (http://www.starbucks.com). This goal is quite close to being achieved as proved the Starbucks current locations...

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Uploaded by:   barbardo1

Date:   11/16/2008

Category:   Business

Length:   25 pages (5,700 words)

Views:   9995

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