Business Administration Essay

723 WordsSep 27, 20133 Pages
STARBUCKS CORPORATION 1 Introduction Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. It is the largest one in the world, with 20,891 stores in 62 countries (including 13,279 in the United States, 1,324 in Canada, 989 in Japan, 851 in the People's Republic of China, 806 in the United Kingdom, 556 in South Korea, 377 in Mexico, 291 in Taiwan, 206 in the Philippines, 179 in Turkey, 171 in Thailand, and 167 in Germany). Starbucks locations serve hot and cold beverages, whole-bean coffee, micro ground instant coffee, full-leaf teas, pastries, and snacks. Most stores also sell packaged food items, hot and cold sandwiches, and items such as mugs and tumblers. (starbucks.com, 2013). Company History The company was founded by Jerry Baldwin, Gordon Bowker and Zev Siegl. From Starbucks' founding in 1971 as a Seattle coffee bean roaster and retailer, the company has expanded rapidly. Since 1987, Starbucks has opened on average two new stores every day. Starbucks had been profitable as a local company in Seattle in the early 1980s but lost money on its late 1980s expansion into the Midwest and British Columbia. Its fortunes did not reverse until 1990 when it registered a small profit. By the time it expanded into California in 1991 it had become trendy. The first store outside the United States or Canada opened in the mid-1990s, and overseas stores now constitute almost one third of Starbucks' stores. The company planned to open a net of 900 new stores outside of the United States in 2009, but has announced 300 store closures in the United States since 2008 (Starbucks.com, 2013). STARBUCKS CORPORATION 2 Vision Statement To inspire and nurture the human spirit one person, one cup and one neighborhood at a time (Starbucks.com, 2013) Marketing proposal Our marketing proposal is to create a new way of

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