Starbucks Case Analysis
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A Brief History of Starbucks
Starbucks has always been the place to find the worlds best coffees. But in 1971, you would have had to travel all the way to our only store in Seattles historic Pike Place Market.
1970s
The first Starbucks opens. The name comes from Herman Melvilles Moby Dick, a classic American novel about the 19th century whaling industry. The seafaring name seems appropriate for a store that imports the worlds finest coffees to the cold, thirsty people of Seattle.
1980s
Howard Schultz joins Starbucks in 1982. While on a business trip in Italy, he visits Milans famous espresso bars. Impressed with their popularity and culture, he sees their potential in Seattle. Hes right – after trying lattes and mochas, Seattle quickly becomes coffee-crazy.
1990s
The demand for great coffee allows Starbucks to expand beyond Seattle, first to the rest of the United States, then further a field. After becoming one of the first companies to offer stock options to its part-time employees, Starbucks becomes a publicly traded company.
2000s
The Starbucks phenomenon continues. At the time of writing, Starbucks has more than 6,000 locations in over 30 countries. In addition to our excellent coffees and espresso drinks, people now enjoy Tazo® tea and Frappuccino® ice blended beverages
The Starbucks mission statement
“Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.”
The following six guiding principles will help us measure the appropriateness of our decisions: