Jjjjj Essay

894 Words Jan 20th, 2013 4 Pages
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The first Starbucks opened in 1971

“Back then, the company was a single store in Seattle’s historic Pike Place Market. From just a narrow storefront, Starbucks offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders.

In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into Starbucks and joined a year later.
A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and the romance of the coffee experience. He had a vision
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However, Starbucks have |There are more up coming competitor in the markets. |
|plenty of rooms for to growth in the up and coming markets. |Competitor pricing are much more cheaper than Starbucks. |
| |Customer prefer more healthy ways and less in caffeine. |

PESTEL

3.1 demographic trends - Political factor / Legal factors

3.2 economic conditions - Econ

3.3 politicail/ leagal forces - Social factors
3.4 socio-cultural conditions - Technological factors
3.5 technological changes - environmental factors

Strengths

• Starbucks owns the most recognizable brand in the specialty coffee business, and the Starbucks experience is an irreplaceable differentiating factor. • Howard Shultz, founder and chairman of Starbucks is the barista to the world. Shultz has practically invented specialized coffee as a mass product, his leadership and innovative vision are very valuable assets. • The company has a loyal customer base willing to pay premium prices for Starbucks products. • Store location is an important competitive factor, and Starbucks has secured its presence in many of the most desirable corners of the

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