Essay on Starbucks Coffee

Napoleon Bonaparte is credited with the quote, “War is ninety percent information” (Network Intellect, 2015, para. 1). Business is war and competitors are enemies. Before a product manager (PM) can develop a strategy to overcome the competitor with a new product or service, the manager must scan the environment to identify barriers and opportunities in the organization, industry, and marketplace (Reed & Bogardus, 2012). Starbucks Corporation (Starbucks) is one organization familiar with the competition. To remain aggressive in the coffee market, Starbucks must execute a TIME analysis to distinguish their strengths and weaknesses in the various segments and employ a plan leading them to victory over their opponents.

The first Starbucks opened in 1971, in Seattle’s historic Pike Place Market. The name, inspired by Moby Dick. Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. “He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community.” A third place between work and home. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection. ("Company Information | Starbucks Coffee

The first Starbucks coffee shop opened in 1971 in Seattle Washington. The coffee shop was founded by three partners. Jerry Baldwin and Zev Siegl were teachers and Gordon Bowker was a writer. The idea to have a coffee shop came about when a close friend was selling high quality coffee beans and equipment. After a matter of time, the partners decided to purchase the product from the grower. The coffee shop was named after the Nantucket Whaleship first mate from the novel Moby-Dick.

Starbucks grew so much in the last couple years. The company now has over 21,537 stores in 64 different countries. They have 12,000in the United states, 1716 in the country of China, 1330 in the country of Canada and 808 in the United Kingdom, this is just a small list of countries that have Starbucks in their country there are many more countries. Starbucks partners with other brands and companies to keep themselves relevant in their industry. (Loxel 2015) The brands in which they’ve partnered with include Teavana, Tazo, and Seattle’s Best Coffee, Starbucks VIA, Starbucks Refreshers, Evolution Fresh, La Boulange and Verismo. Starbucks employees over 182,000 employees and has an estimated revenue of $14.89 billion. Over the last 20 years, the company has expanded rapidly with an average of two new stores opening every day.

World views do not arise from a lot of propositions, but rather emerge like a narrative. “That makes us individuality and provides a theoretical account for our convictions which serve as the foundation for our ethics and values”. (Wilkens, S. and M. Sanford 2009)

The original Starbucks was founded in 1971, in Seattle’s historic Pike Place Market, by three owners Jerry Baldwin, Zev Siegl and Gordon Bowker; who later hired Howard Schultz to be their director of sales in 1982 (Sun). During one of Schultz’s trip to Italy, he saw the essence of how cozy little coffee shops on neighboring street corners played a vital role in the social life of most Italians. It was the main point for the neighborhood, where friends met, mingled

a.     Starbucks began in 1971 when three scholars-English teacher Jerry Baldwin-history teacher Zev Siegel, and writer Gordon Bowker- opened a store called Starbucks Coffee, Tea and Spice in the touristy Pikes Place Market in Seattle.

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.

Starbucks began as a seller of fresh roasted beans in bulk in Pike Place Market in Seattle, Washington. The original owners eventually hired a man by the name of Howard Schulz as the director of operations and marketing. At that time, Starbucks had 4 stores and a small roasting plant but Schulz had the dream to bring an experience he enjoyed in Italy of the Italian coffeehouses to Starbucks. The owners allowed him to test his new idea with the sixth store opening of Starbucks

Figure 2 shown above shows a “hang-loose” Starbucks restaurant. In the picture above are two ladies relaxing at the restaurant. It doesn’t seem very busy. In the upper half of the picture near the center is the Starbucks logo. The purpose of this

Howard Shultz and the senior management at Starbucks have to decide how to react to the opportunities that are being made available because of their rapid growth. The decision for a strategic growth plan has to be made in the near future. This will prove to be key for Starbucks reaching their long-term goal of becoming the most recognized and respected brand of coffee in the world.

Starbucks Coffee opened the doors to its first location in Seattle in 1971 and moved to its permanent home at Pikes Peak Market in 1976. The humble enterprise was the creation of three college friends; Jerry Baldwin, Zev Siegl, and Gordon Bowker. The original business model was to sell high-quality coffee beans and equipment. Between 1971 and 1986, the company expanded to 6 locations around Seattle. In the beginning, Starbucks did not sell one cup of coffee (Starbucks). The way that Starbucks evolved from its modest roots into the world’s leading coffeehouse company must be credited to the leadership and vision of Howard Schultz.

Starbucks Coffee Company was founded in 1971, opening its first location in Seattle's Pike Place Market. Starbucks, named after the first mate in Herman Melville's Moby Dick, is the world's leading retailer, roaster and brand of specialty coffee with coffeehouses in North America, Europe, Middle East, Latin America and the Pacific Rim. Worldwide, approximately 33 million customers visit a Starbucks coffeehouse each week.

Starbucks’ lead in the specialty coffee industry exemplifies the result of deftly executing a well-planned business strategy. Moreover, Starbucks is well positioned for what is expected to be a continuing rise in the popularity of specialty coffee products. The question before Starbucks’ leadership, however, is what avenues will lead to Starbucks’ goal of remaining true to its core, the highest quality coffee products while providing a “total coffee experience” for its customers?

1. In the early 1980’s, how did Howard Schultz view the possibilities for the fledgling specialty coffee market? What were the most important factors in shaping his perspective and its success?