Starbucks Case Study

766 WordsMay 8, 20154 Pages
Manpreet Singh GBUS 180 Summary Starbucks first started their business in 1971, taking its roots to Seattle, Washington. They are the world’s top coffee retailers. After continues growth with Starbucks, the company went public in 1992. The company grew like never before. The whole Starbucks strategy was to introduce the North American coffee to and upscale, Italian style coffee and to provide “the Starbucks experience” to its customers. When business was going well, they decided to go global with their brand. Starbucks opened its first global store in japan in 1996. It is now the second largest market for coffee. They have several different varieties of drinks and breakfast for example; bagels, muffins and some even sell sandwiches. The company was doing fabulous until 2007 when the company share prices took a 50% hit, because of numerous reasons. Some of these problems were because of poor employee training, economic downturn and competition from Dunkin Donuts and McDonald’s. In 2008 they set new standards for the company. They have more than 15,000 stores in various different countries; most of them are in the United States. Some thing very interesting has they have over 130,000 employees or should I say partners. PepsiCo is also partnered with Starbucks for it ready to drink coffee, Frappuccino’s. Problem statement: In 2008 the company points the founder, Howard Shultz has the CEO of Starbucks so the company can get back to track. The main purpose to rehire Schultz was to turn the tide of shareholders averseness and customer defiance. They also rehired him because of the short borrowing debts, which went skyrocketing. Objective: The Starbucks brand is well known through out the world, they have established an image where advertising is not essential by result of having clubbed like ambiente and exceptional coffee. With such popularity and

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