Starbucks : Marketing Director Of Starbucks Essay

700 Words Oct 25th, 2015 3 Pages
In 1971, Jerry Baldwin, Zev Siegl and Gordon Bowker founded the first Starbucks store in Seattle, Washington. At the time, they only sold coffee beans and equipment for making coffee. Howard Schultz was the marketing director of Starbucks in 1982 (Marshall, 2015). Schultz had visions of turning Starbucks into a traditional coffee shop after a trip to Italy. Schultz attempted to convince Baldwin, Siegl, and Bowker to make the transformation, but it was to no avail (Marshall, 2015). Schultz then decided to leave Starbucks to open his own coffee bar in 1985. Three years later, Schultz gained enough investors to purchase Starbucks. He transformed his existing coffee bars, then named Il Giornale, into Starbucks locations and then began his expansion to take over the worldwide coffee market (Marshall, 2015). Since then, Starbucks has become the number one coffee retailor in the world. Competitive advantage is very important when considering corporate growth. Starbucks has maintained competitive advantage over the competition throughout its existence. For example, before Starbucks, coffee shops in America were very few and far between. While many independent coffee bars have criticized Starbucks for being a corporate giant, it must be said that Starbucks was the company who created the market for American coffee shops in the first place (Marshall, 2015). Secondly, Starbucks’ source of coffee beans is both ethical and exclusive only to Starbucks. Starbucks takes…

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