Starbucks History : Starbucks 's Coffee

2998 Words Oct 27th, 2014 12 Pages
Starbucks History
Starbucks began in 1971 when the first store opened in Seattle, Washington. Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea to start a coffee store from Alfred Peet (of Peet 's Coffee fame). The store originally only sold coffee beans and coffee making equipment (History of Starbucks, 2013).
Ten years later, current CEO and chairman of Starbucks, Howard Schultz was so impressed by his first taste of coffee, he urged Baldwin to hire him. As Director of Retail Operations, he believed the company should expand to selling drinks along with the beans and machines. Unable to convince the owners, Schultz decided to create his own coffee bar in Seattle. In 1986, the owners of Starbucks sold the company to Schultz and his
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The logo then changed in 1987 to a more conservative image. The color of the logo was also changed from brown to green, to show the growth and future of the brand. In 1992 only the face and tail of the siren were visible. Finally in 2011, the current Starbucks logo used today was changed so that the word ‘Starbucks’ was no longer visible and the image of the siren was enlarged (History of Starbucks, 2013).

Strengths:
Starbucks operates and competes mainly in the retail coffee and snacks industry. Over time the brand identity of the company has grown, allowing for most people to instantly connect the business with high quality coffee and service (Lee). The coffee shop is also known for its unique atmosphere and drinks, as well as its free Wi-Fi and music. The company has expanded into the technology world by creating a new mobile application “Starbucks App”. The company can share new products and proposals to customers internationally. Starbucks also prides itself largely on the fact that it relies mostly on word of mouth and social media advertising, allowing for only 1% of the company’s revenues to be spent on typical advertising methods. It has proven to be successful on this limited sales promotion, a concept not many other companies have yet mastered. The company has continued an upward development since it first opened, setting it on the right track to meet its goal of opening more
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