Starbucks - Strategic Marketing Analysis

Starbucks - Strategic Marketing Analysis

  • Submitted By: stephie4810
  • Date Submitted: 02/26/2009 6:09 PM
  • Category: Business
  • Words: 2965
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Strategic Management
Stephanie Viduka
Dr. Konya Cipul Weber
January 15, 2009

Starbucks Coffee, Tea and Spices started out in 1971 as a local coffee bean roaster and retailer in Seattle, Washington by three partners, two of which were teachers and the other a writer. These three men were inspired by a mutual friend to open their first store. In 1983, Howard Schultz joined the company and saw the potential of this small coffee bean retailer. Many times he went to the owners with his visions and dreams for their company and how it could grow and many times he was met with rejection. The owners felt that there was not a need for a beverage business as “coffee was something to be prepared in the home.” Time and time again Howard approached them with his visions and then quit in 1985 to open his own coffeehouse. Opportunity knocked in 1987, and with help from investors he bought Starbucks Coffee, Tea and Spices and changed the name to Starbucks.
For the next twenty one years, Starbucks grew to become the largest coffeehouse company in the world with over 16,226 stores worldwide including 11,434 stores located in the United States. Even though the company recently closed 600 of its under-performing company-owned stores they still have plans to open 200 more stores in 2009. 1 Starbuck’s headquarters is stationed in Seattle, Washington.

Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow.
The following six guiding principles will help us measure the appropriateness of our decisions:
Provide a great work environment and treat each other with respect and dignity.
Embrace diversity as an essential component in the way we do business.
Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee.

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