Starbucks: A Story of Growth

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The company founded Starbucks has experienced rapid growth since its first store opened in Seattle in March 1971. The impressive expansion over recent years has left it penetrate within the market of the top 100 best global brands of 2012, according to Interbred, and also it has been considered by Fortune magazine as one of the 500 largest companies in the world. Starbucks is now the largest coffee retailer in the world.

Starbucks was started by three former students of the university of San Francisco named Jerry Baldwin, Zev Siegl and Gordon Bowker. Their plan was to sell high quality coffee beans and roasting equipment but did not expect the success that their company would achieve in the future.

The context change in form that Starbucks found itself competing with smaller chains that resembled its former pre-expansion model with competitors focusing in creating symbolic-expressive value and fast food restaurants that had started to offer specialty coffee with more aggressive advertisement at a lower cost. The competitive context changed for Starbucks because it’s focus in mass distribution channels and its retail footprint strategy stated its product within a standard performance product value; this affected the value perception of the product.

The concept we have of Starbucks as a premium roast, high-quality coffee with a heavy focus on customer service is the result of many years of evolution of the Starbucks Company Itself. It was founded in 1971 in Seattle, WA as a retailer and roaster of coffee beans. Today, they have vertically and horizontally expanded and offer a variety of products as coffee beans and blends, hot and frozen beverages, tea, a variety of bakery products, sandwiches, bottled products and miscellaneous brand products like mugs, CD’s etc. They also have branded a mix of products both developed and acquired like Teavana and Tazo among many others. Starbucks now has about 182,000 employees and 19,767 stores in 62 countries (Geereddy, 2014).

This research paper will provide Key Aspects into how Starbucks balances both the positive and negative positions in concern to ethical and cultural guidelines. Country and Company examples will be provided. Like the pros and cons of many traditional companies and markets becoming obsolete, constant economic flux, Structure, strategy, technological, cultural US companies are even branching out global. Expanding globally allows U.S. companies to expanding their business into different nations. Keeping in mind that different nations have different political, economic, and cultural institutions.

Starbucks is part of a global empire that is continuously growing and which offers a new institution of business thinking. Their way of thinking positioned them on a unique level by the way of which they conduct their business. They incorporated fresh new thinking into strategic, tactical, and operational planning. The company developed a structure that encompassed both horizontal and vertical growth, with control mechanisms set in place. Even with setting such a high standard of business, there are many internal and external factors which can impact the four functions of management of planning, organizing, leading, and controlling.

Several key success factors exist for Starbucks, a leader in the coffee industry. They include

Starbucks was born in 1971 as a small coffee shop. With the management of Howard Schultz, Starbucks turned into a business legend and built a kingdom of coffee. It was dominate specialty-coffee brand in North America. By mid-2002, the company was serving 20 million unique consumers in more than 5000 stores all over the world. It developed at a very high speed. The gross profit of the company increased from 730.2 million to 1938.9 million in about 5 years (1998-2002). Its retail business expansion was also amazing. In 1998 there were 1755 Starbucks’ stores in North America while the numbers increased to 4574 in 2002. It was also true of its international expansion. There were only 131 stores in 1998. But in 2002

Starbucks is a major American company that was founded in 1971 by three college friends in Seattle, Washington. Jerry Baldwin, Zev Siegl, and Gordon Bowker at one time were all of different paths until they learned coffee roasting techniques from coffee entrepreneur, Alfred Peet (Starbucks Timeline, 2016). Alfred taught the three friends his particular style of roasting which ignited a spark in the trio and they were inspired to sell high quality coffee beans and roasting equipment. They soon started brainstorming names, and finally settled on Starbucks

Starbucks is an international coffee company that was established in Seattle, Washington DC, USA. The world's largest coffee company was founded on 30 March, 1971 by three partners that went to University of San Francisco. They are a writer named Gordon Bowker, Zev Siegl as history teacher, and Jerry Baldwin as English teacher, with the tavern has 20 336 in 61 countries. Alfred Peet was the one inspiring them selling high-quality coffee beans and equipment after he taught them his style of roasting beans. At first, they were about naming Starbucks with Pequod but that was refused by some of the co-founders so they changed it onto Pequod Starbuck.

The above case study is about the rise and fall of Starbucks Coffee. Starbucks’s main business was manufacturing coffee and it was also expanding its location around the world to be more popular with people and famous.Starbucks Corporation is the leading roaster, retailer, and marketer of specialty coffee in the world. Its operations include upwards of 7,300 coffee shops and kiosks in the United States, and nearly 3,000 in 34 other countries. However, it was incorporated under the laws of the State of Washington, And Corporation's common stock is listed on NASDAQ, under the trading symbol SBUX.

“Starbucks is known as one of the foremost retailers, roasters, and brands of speciality coffee in the world after working hard in getting succeed.” They are obligated to offering customers the premier quality coffee and the highest coffee familiarity, while functioning in techniques that generate social, environmental, and economic advantages for the society in which they do their business. (Super brands, 2012) Similarly, “they are functioning and authorization beyond than 8,500 coffee shops in more than 30 countries. (Starbucks, 2013). Furthermore, they offer a variety of regular or decaffeinated beverages, comprising at least one coffee of the day with our own choice of Italian-style espresso beverage, cold blended drinks, and a variety of finest teas and packaged roasted high quality of entire bean coffees.” (Starbucks, 2013) They also offer a variety of fresh pastries and confectionaries, sodas, juices and coffee making accessories. Furthermore, they wholesale their whole bean coffees via famous trade group and supermarkets. (Starbucks, 2013) Additionally, they manufactures and wholesales bottled Frappuccino Coffee drink and a finest ice creams via its joint ventures, partnerships and proposals by its entirely owned supplementary, Tazo Tea Company. The company’s main attempt is to touch the success and become the famous and respected brand in the world.

It seemed to me that Starbucks had become a craze overnight. All of a sudden, everywhere I turned someone was carrying a cup embellished with the famed green siren. The first Starbucks opened in Seattle, Washington in 1971 as a small store that served mostly coffee and tea. In the year 2000, the company had grown to more than 3,000 cafés. By 2014, the company had more than 20,000 stores open within 67 countries worldwide. In the United States, not only can you buy Starbucks products from local store or gas stations, but in some places, there are Starbucks cafes as close as across the street from one another. It is impossible to ignore the extraordinary success of the Starbucks Coffee Company. It has become a part of modern pop culture with frequent references in television, movies, and especially in social media. Although there is a strong stereotypical image of what an average Starbucks customer looks and behaves like, the community of people who visit the café is very diverse.