Abstract
Starbucks Coffee Company was created in 1971 in Seattle, Washington, by three entrepreneurs:
Jerry Baldwin, Zev Siegel and Gordon Bowker. They build a company specialize in manufacturing and marketing of great quality coffee beans. The name Starbucks came from a XIXe century mining camp, « Strabo » at Mt Rainier, reminding to the founding the figure of Moby Dick.
In 1982, Howard Schultz joined the partners. At the beginning, Starbucks bought his unroasted coffee beans from Peet's. But in 1984, Starbucks is indebted because they bought of the cost of the raw materials. Jerry Balwin wanted to focus on the expertise of Starbucks in the coffee trade. So, he refused to develop the idea of Howard. Howard bought Starbucks for $ 3,8 million. He wanted to create a familiar and comfortable place to drink coffee. He calls his shops as the “Third place”, the first is home and the second is the office. Then Starbucks shops became a place where people can
drink different kind of coffee in a peaceful atmosphere or bring their coffee home or office. This concept answers perfectly new costumers' expectations.
