Marketing Planning process

Pages 8 (2008 words)
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Founded in 1971 by Jerry Baldwin, Gordon Bowker, and Zev Sieg, the first Starbucks location opened in Seattle's Pike Place Market. Named after Herman Melville's first mate in Moby Dick, Starbucks has become the world's leading brand of roaster and specialty coffees.


Peet's Coffee & Tea, located in Berkeley, California, was the inspiration for Starbucks. The three original Starbuck founders bought their first coffee beans from Peet's; eventually, Starbucks became Peet's competition.
"You get more than the finest coffee when you visit a Starbucks - you get great people, first-rate music, and a comfortable and upbeat meeting place," says Starbucks chairman Howard Schultz. "We establish the value of buying a product at Starbucks by our uncompromising quality and by building a personal relationship with each of our customers. Starbucks is rekindling America's love affair with coffee, bringing romance and fresh flavor back to the brew."
For the thirteen-week period ending January 1st, 2006, Starbucks revenues increased 22% to $19.3 billion. Increase in net income was by 20% to $174.2 million. Starbucks employees total 115,000. Howard Schultz is Chairman of the Board, and James L. Donald is Chief Executive Officer and Director, with corporate headquarters located in Seattle, Washington, where the Starbucks experience all began.
Because Chairman Howard Schultz deems music to be an integral part of the Starbucks experience, a business wire released on May 1st of this year is of importance. A never-released 1972 album of jazz standards recorded by Diana Ross was discovered in the Motown vault nearly three decades later. ...
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