From a Single Cafe' to Starbucks of Today Essay

The Starbucks former strategy was centered in offering a high quality product to a narrow consumer segment (coffee lovers), therefore, a

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

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’ 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?

Please answer all the following questions as they relate to the case. Please utilize as much outside resources as you deem necessary to reinforce your answers—especially the last question. Remember that this case is over 10 years old and Starbucks has changed since then.

In the early 1970s, Starbucks was established and the first location was in Seattle's Pike Place market in 1971. By 1982, Starbucks began supplying coffee to restaurants and coffee shops. Starbucks expanded the business in 1996 to new locations in Japan, Hawaii, and Singapore. Other locations in Taiwan, New Zealand, Thailand, and Malaysia were created in 1998.

Starbucks first opened in 1971 at a store in Seattle’s historic Pike Place Market. From one small store to over 19,000 coffee house, Starbucks offers the world’s best fresh-roasted whole bean coffee back then.

The Starbucks Corporation has enjoyed phenomenal growth since its early days in 1971 as a quaint coffee shop in Seattle, Washington. The rise of Starbucks can be directly attributed to the following factors; the emphasis placed on product quality, high employee standards, and creating the perfect cup of coffee.

Starbucks started in 1971 when the first store was open in Seattle’s Pike Place Market. The three friends, Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea from Alfred Peet, the man who started Peet’s Coffee. They were inspired by his success and wanted to start their own. The store originally just sold coffee beans and coffee equipment. In 1982 a man named Howard Schultz was hired as the director of retail operations and marketing. Schultz then traveled to Italy and saw the popularity of espresso bars in Milan and decides that the store should be selling drinks and not just beans and equipment. He then convinces the founder to test the coffee house concept and in 1984 the first Starbucks Latte was served. Howard then decides to start his own company called II Giornale selling brewed coffee and espressos made from Starbucks coffee beans in 1986. Then in 1987 the owners sell Starbucks to Howard and

The success of Starbucks in the early days of the company’s existence can be attributed to the goals, which Howard Schultz was able to achieve. His goal was to create a place, which people could gather as a “third place.” This place was to be in line with consumer schedules as the place of gathering and community. Home, Work, Starbucks was his idea. Everything he did was to be in line with this mantra. In addition to the atmosphere, which sets the brand apart, they produce a quality product. The brand started as a coffee bean distributer and it is this distinction, which allows

Starbucks faced various challenges in moving forward. The first of which was brand image and a lack of product differentiation. Customers often saw little or no difference between Starbucks and smaller coffee chains. Also, in a market research study it was found that more that half of customers felt, at an increasing rate from previous years, that Starbucks only cared about profit and expansion.

The company has a focus on innovation through an emphasis of introducing new products and coffees such as “instant coffee” Via which generated a large sales growth of over 200 million. These new products consistently help Starbucks evolve as a

This report evaluates all the components required in organizational strategy. The Five Forces Industry and SWOT Analysis discovers Starbucks’ competitive position in the coffee industry. Starbucks’ competitive advantage will be determined after completing a competitive analysis of their top competitors. With an in-depth look at Starbucks’ mission, we can see whether they are embodying it and if they

The Starbucks Corporation is the global leader in specialty coffee consumption. Arising almost overnight from a market in Seattle, Washington, the company today provides quality premium coffees with a superior level of customer service and at a premium price, around the globe (Isidro, 2004). Starbucks is an excellent example of a company that has successfully embraced a differentiation focus strategy tailored to providing a high quality, focused product, of which, for the company customers, price is in essence, no object. This paper will address the differentiation focus strategy, providing insight into what encompasses this strategy selection. Next, the author will highlight the marketing initiatives and the strategic alliances employed by Starbucks in concert with the differentiation Focus strategy. Finally, this paper will address the current economic conditions and how Starbucks at every

Recession and weakened economy had impact on all industries because of its adverse impact on the individual income and growing deficit. About 13.7% of retail foods are being captured by speciality eateries segment (Gupta, 2013). This industry continues to outpace the other industrial performance with 19.1% growth from 2009 to 2011 (Gupta, 2013). Besides various obstacles faced by the industry, they posed for a strong growth in the market because of their flexibility to the changes. This industry is acting according to the consumer taste and preference which enables the player’s to get positive growth rate.