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Coursework example - Starbucks in China
Pages 30 (7530 words)
For fifteen years, the energizing aroma of coffee wakes me up. My grandmother prepares it for us the old fashioned way. She personally picks the roasted coffee beans from the market, grinds it, and lets it boil to perfection.
But when I started to work and live on my own, I opted to have my coffee straight from the coffee shops - most of the time from Starbucks Caf…
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How this coffee shop at the neighborhood did invade and changed the lifestyle of many It is a sort of colonization. I call it Starbuckzation.
Starbucks has been around since 1971. According to Starbucks Coffee Company (2007) history, it started by selling roasted coffee beans in Seattle's Pike Place Market bearing the name of Starbucks Coffee, Tea and Spices. It was in 1981 when this coffee shop caught the attention of plastics salesman Howard Schultz (Wilson, 2005); Schultz is now the Chairman of Starbucks Coffee Company. But it was never easy for him to turn the business into an international giant that it is now. In 1982, Schultz was hired as Starbucks' head of marketing; shortly thereafter he was sent to Italy for an international house ware show It is where he got the idea of turning Starbucks into an espresso bar (Wilson, 2005). But things did not immediately come his way. The opportunity came in 1987 when Starbucks was up for sale; Schultz was able to raise the money, remade the establishment, and started history in the coffee industry.
Today, Starbucks has 6,281 company-operated stores and 3,533 licensed stores in 50 states of US plus the District of Colombia It has also established coffee houses in 39 countries outside US (Starbucks, 2007).
It is not quite surprising though that Starbucks is a success in the United States of Ame ...
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