Starbucks Case Study

Starbucks Case Study Essay example
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Marketing
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Starbucks (Name) (Institution) (Course) (Tutor) (Date) Introduction The Starbucks chain of coffee stores has a long history, which began in 1971. It was then a humble, single store founded by three partners: Jerry Baldwin an English teacher, Zev Siegel a History teacher and Gordon Bowker a writer…

Introduction

The location for the first store was, in Seattle in the “touristy Pikes Place Market”. The name of the store was Starbucks Coffee, Tea and Spice. The setting of the store was to quote the website “modest, hand-built nautical fixtures”. On one wall was filled with whole bean coffees while another had shelves of coffee products. Peet owned a store called Peet’s Coffee and Tea. It was in this store that Peet thought of how these three would-be founders of how to brew the coffee beans in a manner that brought out their flavour (Thompson and Gamble 1997). In the beginning, according to the official company website, the method of brewing this coffee was the European way. This method was chosen because it brought out the full flavour of the beans. In addition, the name of the company was drawn from a character in the Moby Dick who loved coffee. The company logo was in continuance of this romantic ideal which was a two-tailed mermaid encircled by the company’s name (Thompson and Gamble 1997). Between 1982 and 1985, the company hired Howard Schultz as head of marketing and overseeing retail stores. By then, the company had four stores within Seattle. After a while of experience, a lot of a challenges, as well as, resistance from the top management, Schultz quit to form his own company called “II Giornale”. This was the company that in 1987 purchased Starbucks and by 1992 had established 161 stores. ...
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