Introduction and Product for Starbucks Coffe

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General background information of Starbucks coffee
Word’s first Starbuck Coffee was opened in Seattle in 1971 by two teachers and one writer and they are Jerry Baldwin, Zev Siegel and Gordon Bowker. Starbuck Corporation was officially formed in 1985 and it had become the world’s leading roaster and retailer of specialty coffee now. Starbucks company only purchases and roasts high-quality whole bean coffees and sells them, along with fresh, rich-brewed coffees, Italian-style espresso beverages, cold blended beverages, a range of complementary food items, different varieties of premium teas and coffee-related accessories and equipment, primarily through company-operated retail stores. Starbucks also sells coffee and tea
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Nature of the product
Coffee beans begin at the farm on coffee trees. After trees are planted, it takes between one and three years for the trees to bear coffee “cherries,” which typically contain two beans. Each tree produces 2,000 to 4,000 beans a year—approximately one pound of roasted coffee. However, yields alternate with a good crop one year and a poor crop the next. Farm sizes range from 5 acres (traditional farms) to large plantations covering thousands of acres. Farming and harvesting methods differ greatly between traditional and large coffee farms. Between50% to 70% of the global coffee supply came from small-scale farms from 2001. Coffee must be processed, and it was common for small farmers to accept a considerably lower price to be able to get their coffee to market. Often, these small producers had difficulties financing their operations throughout the year and would sell their crop to Starbuck prior to harvest to receive a cash advance.

Methods of investigation
We used secondary data to research information on Starbucks coffee, mainly from the internet. Not only that, we also went to different Starbucks coffee’s outlets in Singapore to observe the stores as well as the customers who came in. At the same time, we use the Starbucks’s application software for smart phones to check on its current promotions and other useful information.
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