Finance & Accounting
Pages 40 (10040 words)
Enterprise Analysis: Starbucks Corporation Part 1: Company Analysis Company Background and History “So much can go wrong during the journey from soil to cup that when everything goes right, it is nothing short of brilliant! After all, coffee doesn’t lie” Howard Schutlz (2011, p.33).
Starbucks Coffee, Tea, and Spice was named after the coffee-loving first mate in Moby Dick and got a logo of the two-tailed siren, symbolizing power and strength (Reis, 2009; Perera, Kerr, Kimura, & Lima, 2009). A Seattle coffee shop offered to its customers fresh-roasted whole bean, ground coffee in bags and quality tea for home consumption (Shultz, 2011; Perera, Kerr, Kimura, & Lima, 2009). The initial investment to this shop was $ 9,050: 5000$ from a bank and $1350 from each partner (Perera, Kerr, Kimura, & Lima, 2009). In September, 1982 Howard Schultz began working at the first Starbucks as a head of marketing for the four stores of small coffee company (Shultz, 2011). During one of the business trips to Italy, Howard was so much inspired by the special ritual and friendly atmosphere in Italian coffee bars that he decided “to bring world class coffee and the romance of Italian espresso bars to the United States” (Shultz, 2011). Upon his arrival to the US, Shultz has shared his idea with the first owners of Starbucks, but it was not supported and he left the organization. ...