Essay on Starbucks 's The Coffee Market

827 Words Jul 17th, 2016 4 Pages
Starbucks entered the coffee market in 1971 as a single store in Seattle’s Pike Place Market as a retailer and roaster of whole beans, ground coffee, tea, and spices. In 1982, Howard Schultz was appointed the director of retail operations and marketing. After visiting Italy in 1983, Schultz fascination with Italian coffee bars inspired him to bring a similar type of coffeehouses to the Seattle area. Schultz idea was to offer a place where customers can relax, enjoy coffee, and engage in conversations. After several years, Schultz decided to leave Starbucks and open his own coffee company called II Giornale that offered brewed coffee and espresso beverages made from Starbucks Arabica coffee beans. In 1987, Schultz acquired Starbucks with the support of local investors and combined the two companies. The company’s mission was to “inspire and nurture the human spirit one person, one cup, and one neighborhood at time” (Starbucks Coffee Company, 2016). As of today, Starbucks operates 23,921 retail stores in 73 countries around the world, providing more than 30 blends and single-origin premium coffee. Starbucks has a strong and diversified brand portfolio featuring Starbucks Coffee, Seattle’s Best Coffee, Tazo, Teavana, La Boulange, Evolution Fresh, Ethos Water, and Torrefazione Italia Coffee.
Current Situation
Starbucks continues to elevate the company’s brand by expanding and connecting with customers around the world. Internationally, Starbucks first opened stores in…

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