Assessment of Products and Services of Starbucks Coffee

A) Coffee originated in Yemen, Arabia where it was viewed as a religious beverage. Over time it spread to Mecca and Cairo, where it became a recreational drink to be drunk in a social manner in large coffee houses. It also became a popular substitute for alcohol, which was banned under Islam. Europeans traveling in the Middle East came upon coffee and coffeehouses and commented on their popularity. But it wasn’t until 1652, when an Armenian servant named Pasqua Rosee opened the first coffee house in London, that coffee transformed from a little known novelty into a wide spread phenomenon. When, in 1658, Cromwell died and public opinion swung in the favor of a new monarchy, coffee houses became central in political debates and commercial business. The trend quickly caught on and coffee houses became fashionable throughout Europe.

More so than ever in an age of rapidly evolving technologies and global expansion, sustainable competitive advantage depends foremost on a clear sense of organizational purpose (mission) and a compelling vision for success (Campbell & Alexander, 1997). Together, these two key elements define the guiding framework for the insightful creation of value (Campbell & Alexander, 1997) that differentiates an organization from its competitors (Porter, 1996). Thus, knowledge of the critical elements that comprise meaningful mission and vision statements (Aguinis, 2009) becomes essential for achieving sustainable competitive advantage. As testimony, this paper assesses the strategic guidance provided by the mission and vision statements of the

2. Coffeehouses were places where respectable people could afford to be seen; they were also placed to go to for gossip, rumor, satirical discussion and political debates. Coffeehouses played a big role in bringing people with different status’ and social class together.

Starbucks Corporation, generally known, as Starbucks Coffee is the leading retailer and a brand of world’s forte coffee in the world, with more than 15,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim, wherever in this world where premium quality coffee is in demand. Starbucks is the largest coffeehouse company in the world ahead of UK rival Costa Coffee, with 20737 stores in 63 countries and territories, including 11910 in the United States, 1496 in China, 1442 in Canada, 1052 in Japan and 772 in the United Kingdom. The first Starbucks was open in 1970. The name was inspired from Herman Melville’s Moby Dick, a definitive American novel regarding the 19th century whaling industry. The nautical name matches seamlessly for a store that imports the world’s finest coffees to the cold thirsty people of Seattle. In May 1998, Starbucks have finally successfully entered the European market through its acquirement of 65 Coffee Company stores initially originated from Seattle in the UK. Both companies shared a common culture, focusing on a great commitment to customized coffee, similar company values and a mutual respect.

There are so many cafés in Zagreb, so we asked people if they are satisfied with the offer of various kinds of coffee in them. We also asked them if they like reading books and magazines and surfing on the Internet while drinking coffee. We were interested in what people think about representation of

1.From the annual reports you previewed, what is the company's corporate strategy? What are their company goals and were they successful in achieving those goals? Please list the company of the annual report you previewed.

Coffee has played a major role in the lives of many people around the world. “Yet, poetic as its taste may be, coffee’s history is rife with controversy and politics…[becoming a] creator of revolutionary sedition in Arab countries and in Europe” (Pendergrast xvi). After reading Uncommon Grounds, it is apparent that the history of coffee is intertwined with the aspects of the globalization process, the role of Multi-National Corporations, and global economic issues.

Socially, coffee has changed history in very positive ways. In the Ottoman dynasty, people flock to

Coffee drinkers all have one thing in common; they want their coffee made to their specification. Most soft drinks, milkshakes, and draft beer are ready made. Coffee has many flavors and that can be an operational nightmare. Starbucks has 10 different types of coffee beans, 12 blends of flavors and loads of special toppings.

Imaging if there was no more coffee in this world, how would you feel? Nowadays, coffee becomes an important part of people’s life. People who often work overtime, they drink coffee because caffeine can make you awake; people who have to wake up early in the morning, they drink coffee because instead of making breakfast, coffee is more convenient; people drink coffee during the free time, because it also tastes good.

Though coffee houses throughout Europe have a self-explanatory function of meeting point, discussion area and recreational facility, this concept has only recently been explored in North America, and is gaining in popularity and social recognition as we speak, and is only expected to increase over the course of the next few years.

Sitting, sipping, spending; these are all things one can do in a coffee shop. Coffee shops are in nearly every town in the US. This market has become separate from the rest of the dining industry by specializing in a variety of coffee and coffee drinks. Coffee shops have started to bring new tastes and options for consumers. Coffee shops are a luxury that are beginning to seem stable and perhaps permanent part of the economy, they meet a demand for out of home coffee and meeting spaces.

The Coffee Clubs first cafe opened in 1989, since then more and more stores have been opened worldwide. The Coffee Club has two different styles of stores those being either a small cafe or a restaurant. There are many stores scattered around New Zealand from Otago to Auckland with 55 outlets being in New Zealand and 350 plus worldwide.(Franchise New Zealand Limited, 2015) As an organisation their vision is to be a global leader in retail food, coffee and franchising. This means they want to lead by example to other companies in the same industry. Their mission is to provide good food, great service and excellent coffee and a welcoming meeting place with an inspiring contemporary lifestyle to its

The drink was no longer just a utilitarian morning stimulant and has a satellite pastime very European style: the windows from floor to ceiling, special atmosphere, soft music, dozens of varieties of coffee. However, besides all this, coffee is a business not only successful, but also has today a huge potential for development.

Coffee shops are well known as a place where you can get any types of coffee and related coffee beverages any time you want and need. Many coffee houses nowadays are serving also some food, snacks and desserts. Some of coffee shops turned into huge business and large companies like Starbucks.