Abstract
The first Starbucks store opened in 1970 in Seattle in the US. It was at first, only a coffees beans retailer. After ten years, Howard Shultz joined the company, and after a business trip to Italy in 1983 where he discovered the concept of coffee cafes, he tried to introduce it to the Board of Directors, as an idea to develop Starbucks. However, they rejected the idea, and two years later, Howard Schultz left the company to develop his own business, and thanks to its success, he finally bought Starbucks's and its assets. In fact, this entire retail outlet that was developed following the model of coffee cafes became Starbucks.
Then, thanks to his hard work and willingness to create a great company, he has been able to establish Starbucks in the United-States first, and then, all over the world. Even in countries where coffee has a historical legacy, the Starbucks model has became famous.
Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and pastries, snacks, and items such as mugs and tumblers.
But the principal service offered by Starbucks Coffee is more than 30 blend and single origin premium Arabica coffees. Starbucks always believed in serving the best coffee possible. The coffee selected by Starbucks come from personal buyers in Latin America, Africa and Asia, they select the best Arabica beans.
Extract
[...] And then, the last one is taken just when the coffee arrives at the roasting plant. At any time, if Starbucks finds out that the coffee does not meet is quality standards, it would not fell bad to reject the order to get better quality coffee. Adaptation of the market and its changes: Starbucks has well understood that in order to keep growing it had to adapt to the market and its changes, the customers' needs and expectations. So, even though Starbuck was at first a store that sold coffee beans, and then became a real coffee bar, as the years went, it began to diversify its products and its way to do business. [...]
[...] There are new distribution channels, in addition of Starbucks stores, to sell the products: delivery, retail shops, online sales? If some areas are now saturated for Starbucks, they can still extend internationally. "The company's international store would grow from approximately 30 to over 40% of the global store portfolio". Threats: - Starbucks are exposed to rises in the cost of coffee and dairy products. - The market of coffee store is growing: the concept attracts so an emergence of numerous competitors those are cheaper. And of similar quality like Costa Café, Insomnia . [...]
[...] The loyalty of Starbucks' partners: Regarding to the low turnover rate among the baristas and listening to employees talking about their job and Starbucks, we can easily say that the brand succeed into developing its partners' loyalty. Partners feel proud to work at Starbucks, and would not change. Those behavior coming from company's employees, show that there is a real corporate culture, which is very important for the brand image the company wants to give to its customers. Having a good corporate culture and partners that are happy to do their jobs, is a sign of good health of the company. [...]
[...] The increase was especially due to the opening of new stores and comparable store sales growth. The brand and logo are very famous, and the firm is well developed in the entire world. For instance, "Starbucks was ranked 85th in the 100 Top Brands 2008 ranking Business Week and Interbrand, an international branding consulting firm. The BusinessWeek-Interbrand combines valued the Starbucks brand at $3,879 million in 2007, up from $3,099 million in 2006, an increase of Coffee shops are located in very attractive and busy areas as it can be seen in Dublin, Capital of Ireland. [...]
[...] Starbucks is aware that there is still a lot to do for the next coming years. To achieve its goals Starbucks is also counting on its clients and customers. But when we go on their website in the section about the program "Starbucks Shared planet", there is a quiz that we can take to see if we would be a good coffeehouse company manager as a manager at Starbucks would do. SWOT ANALYSIS Strengths Starbucks is the market leader in the sector of coffee shops; its financial performance is robust. [...]
