Starbucks Company

Introduction

This report will illustrates the overview of Starbucks Company which organization I want to working for. Moreover, I will analysis this company campaign, the reason to make Starbuck become the most famous coffee brand in the world. The changing of Starbuck through each period was made significant impact on the coffee industry.

In addition, Starbucks has great achievements, but it is still has a lot of challenges to face with. I will point out the strength and weakness of Starbuck when they penetrate the world market and I also give some recommendation to solve their problem to improve the company in the future.

Background

Starbucks brand coffee which is famous in most of countries in the work, main company in Seattle, Washington, United States with total 17,800 shops in 49 countries, and more than 11,068 shops in the United States, nearly 1,000 in Canada and 800 in Japan countries and Hong Kong , China , England , France... Starbucks Coffee house founded in Pike Place Market in Seattle, Washington on March 30, 1971 by three people: Jerry Baldwin the English teacher, history teacher Zev Siegl, and writer Gordon Bowker. All of them were inspired by entrepreneur-Mr. Alfred Peet to sell high quality coffee beans and coffee grinder type devices. After the name “Pequod” was rejected by one of the co-founders, the company was named after the first mate.

From the year 1971-1976, the first Starbucks store opened at 2000 Western Avenue, after that it was moved to 1912 Pike Place, and continues to activities until now. In the first year, they purchased green coffee beans from Peet, and then the company began buying directly from growers. Entrepreneur Howard Schultz joined the company in 1982 play the role as director of retail operations and marketing, and after a trip to Milan, Italy, he has driven and brought forward the idea that the company should sell coffee and drinks as well as coffee beans. Although difficult and objectionable, but the history of a small cafe Seattle waterfront has changed since Schultz's started to apply the coffee bar chain called “ II Giornale” in April 1986.

The Strategy and achievement of Starbucks

1. Development strategy.

Over 40 years of building and development, Starbucks not only confined itself at Seattle or the U.S., which even spread outside the continent, bringing coffee to enjoy the art of modern Italy to other nations like Japan, Hong Kong, South Africa…. Preparation of Starbucks CoffeeTM members must undergo 30 hours of training on everything from Frappuccino engineering phase to the origin of the coffee beans. Most stores are upgraded coffee Mastrena of Switzerland, which is designed to create "espresso uniform, high quality incomparable". Some shops have selective application Clover