Mr. Sachin Khurana Essay

12335 Words Dec 3rd, 2014 50 Pages
Revised April 7, 2003

Starbucks Corporation: Competing in a Global Market
Starbucks Corporation is a Seattle, Washington-based coffee company. It buys, roasts, and sells whole bean specialty coffees and coffee drinks through an international chain of retail outlets. From its beginnings as a seller of packaged, premium specialty coffees, Starbucks has evolved into a firm known for its coffeehouses, where people can purchase beverages and food items as well as packaged whole bean and ground coffee. Starbucks is credited with changing the way Americans--and people around the world--view and consume coffee, and its success has attracted global attention. Starbucks has consistently been one of the fastest growing companies in the United
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This case looks at issues that are arising as Starbucks seeks to dominate specialty coffee markets around the world and explores what changes in strategy might be required.

This case was written by Professors Suresh Kotha and Debra Glassman, both from the University of Washington, Business School, as the basis for class discussion rather than to illustrate either effective or ineffective handling of an administrative situation. Some of the facts provided in the case have been disguised to protect confidentiality. Copyright © Kotha & Glassman 2003. All rights reserved.

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Planet Starbucks, Business Week, September 9, 2002, p. 100-110.

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BACKGROUND
In 1971, three Seattle entrepreneurs—Jerry Baldwin, Zev Siegl, and Gordon Bowker—started selling whole-bean coffee in Seattle's Pike Place Market. They named their store Starbucks, after the first mate in Moby Dick.2 By 1982, the business had grown to five stores, a small roasting facility, and a wholesale business selling coffee to local restaurants. At the same time, Howard Schultz had been working as VP of U.S. operations for Hammarplast, a Swedish house wares company in New York, marketing coffee makers to a number of retailers, including Starbucks. Through selling to Starbucks, Schultz was introduced to the three founders, who then recruited him to bring marketing savvy to their company. Schultz, 29 and recently married, was eager to leave New

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