Background:
History:
Starbucks, an American company founded in 1971 in Seattle, is a premier roaster, marketer and retailer of specialty coffee around the world. By 1982 the company had five retail outlets that sold beans and supplies for brewing coffee that did not consist of prepared beverages. On a trip to Italy, CEO of Starbucks Howard Schulz was struck by city’s ever-present espresso bars. It was with this experience that he realized that America (chosen arena) needed a place that sold high quality coffee as well as have a place to socialize while using the internet or if one was just having general conversations. Schulz acquired Starbucks in 1987 at this time his journey was to establish the company as a unique coffee house that would be known worldwide. This would ring true because Starbucks was different due to the pricey coffee that consisted of different exquisite taste which was different from the traditional coffee Americans was accustomed to. Instead of the traditional coffee flavors they would instead roast their coffee beans and ship them whole to the stores where employees would ground to ensure that the consumer would maximize off the flavor, freshness and aroma in which would be devoured by the customer. !n order to differentiate themselves they would also prepare their espresso drinks in a different way. Shots of espresso would be pulled by hand with the use of a La Marzocco machine" steamed milk with a scoop of elegant dollops of foam for cappuccinos. Starbucks went on to provide a variety of different products that was attractive to consumers. By 1996, Starbucks logo would appear on more than 1000 stores. The areas Starbucks target for locations were areas that consist of wealthy and highly educated people that were considered professionals.
Idea of Starbucks:
The company had seemingly re-energized the entire coffee industry. Although Starbucks itself made up a relatively minuscule percentage of the entire North American coffee...