1. STARBUCKS : Managing A High Growth Brand
2. IntroductionIn 1971; Starbucks is founded by Jerry Baldwin, Gordon Bowker and Zev Siegel in Seattle. It sold only whole-bean coffee and coffee brewing machines. It is establised as a coffee and coffeehouse chain.In 1980’s; Howard Schultz joined Starbucks in 1982, Then Schultz became CEO and changed the vision of Starbucks. He expanded the scope and exposed the brand wider.Now; Starbucks is the largest coffeehouse company in the world with 17,009 stores in 50 countries,including over 11,000 in the United States, over 1,000 in Canada, and over 700 in the UnitedKingdom. From coffee Business to salad, hot&cold sandwich, ice-cream, tea, music and film…
3. The Main Success Keys1. Quality PolicyStarbucks has always prefered to offer extreme quality in every aspects. Worked directly with thebest growers to puchase high quality coffee beans. Applied the highest standards of excellence toroasting and brewing these beans. Provided the service experience consistently for all customers bywell educated employees which called “Baristas” The taste of your favorite coffee never changesdue to the standardized processes and quality control focus of management…2. Vision of “Third Place”Starbucks aimed to be a “third place” for its customers as well as their workplace and home. EachStarbucks store is carefully designed to enhance the quality of everthing about the customers’sensory feelings such as see,smell,hear or taste. Starbucks symbolize not just a coffehouse ,but apleasurable coffee-centered experience…3. Strong Commitments By Mission Statement and Brand Values“ To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time”.Based on this mission statement, Starbucks identified its brand values as;Coffee: Always with high qualityPartners: Starbucks’ employees are passionate in what they are doing.Customers: Uplifting the lives of the customers, creating a special bond.Neighborhood: Social...