REPORT ON STARBUCKS COFFEE
OUTCOME 2- PRODUCE COMPLEX WRITTEN BUSINESS DOCUMENT- FORMAL REPORT
ANALYZING PRESENTING COMPLEX COMMUNICATION
In 1981, a plastics salesman Howard Schultz noticed the number of plastic drip-brewing thermoses used by Starbucks, from his manufacturer, the Hammarplast. Howard Schultz eventually became a supporting salesman, of the company, seeing the potential in the product and the opportunity. In 1982, he gave a new life to the company. With his experience of the espresso and coffeehouse culture of Italy, he planned to start a similar coffeehouse culture in the United States.
This was opposed by the original partners, as for them coffee was meant to be brewed and enjoyed at home. In effect, they parted ways and Schultz opened Il Giornale, the first true United States-grown coffee bar chain. On the other hand, the original partners bought Peet's Coffee & Tea, where Jerry Baldwin works to this day, as "Roastmaster Emeritus". In 1987, the original partners finally sold Starbucks to Schultz. He merged it with Il Giornale to produce the Starbucks Corporation.
During that time, it had 17 stores in total, with its expansion plan in action. Starbucks started opening outlets outside Seattle and even opened one in Vancouver, Canada. In 1992, Starbucks became a publicly traded company, with 165 outlets. In 1996, it opened its first non North-American store in Tokyo. In 1998, it extended within the boundaries of Great Britain, purchasing the 60 stores of Seattle Coffee Company and rebranding them as Starbucks. Apart from this, it took over Seattle's Best Coffee, Torrefazione Italia and Diedrich Coffee.
Another interesting fact about Starbucks is that there were no stores in San Francisco till late. This is because Baldwin had negotiated a...