StarbuckS Past, Present And Future Essay

3753 WordsFeb 5, 200916 Pages
Founded in Seattle’s Pike Place Market in 1971, its original name was Starbucks Coffee, Tea, and Spices and sold only high quality coffee beans and equipment. After Howard Schultz joins the company in 1982 as director of retail operations and marketing, he later opens Il Giornale, an espresso bar made from Starbucks coffee beans. With the backing of local investors, Il Giornale acquires Starbucks in 1987 and changes its name to Starbucks Corporation. Today Starbucks is a retailer in specialty coffee in a variety of hot and cold beverages, complementary food items, coffee related equipment and accessories, and teas in 44 countries. The company does business primarily in the U.S. with its headquarters in Seattle, Washington and employs over 146,000 people. Starbucks’ objective is to be established as the most recognized and respected brand in the world. To achieve this goal, Starbucks primarily will continue to expand, grow, and pursue opportunities presented in the marketplace. The company’s main forte is of course coffee which includes espresso beverages, tea products, and sodas. Their coffee products don’t only focus on conventional styled coffee but features cold blended, roasted whole bean coffees, and coffee liqueurs. They also provide a variety of coffee blends in different taste and styles. Besides beverages, Starbucks offers various food products such as sandwiches, salads, pastries, and ice cream. Other options Starbucks offer to leverage further revenue are accessories and equipments for coffee lovers. Novelty items such as mugs, tumblers, seasonal and holiday products give Starbucks’ consumers a sense of brand loyalty. For those who want the Starbucks Experience at home, there are coffeemakers and grinders for purchase. Part of the Starbucks Experience is to portray a comfortable and relaxing environment through music. This music is also

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