Marketing Essay for Starbucks
Analyzing global coffee company
“Starbucks”
November 29, 2011
Table of contents
Introduction
(1) History summary
(2) Strategy
1) Best Product
2) Marketing
3) Image of Starbucks
4) Take out coffee in the rapid society
Reference
Introduction
As known Global Company all over the world, Starbucks has been loved from tons of coffee- drinkers. In Hawai’i, coffee is the best production for sales. Here are some Hawaiian coffee brands but still Starbucks has occupied most of coffee market, even UH.
In order to know their business management’s methods and extend the coffee industry, let us know how Starbucks works.
(1) History
Starbucks is the best coffee take- out store all over the world, which aims new espresso coffee culture as a roaster coffee brand. Gerald Baldwin, Gordon Bowker, and Zev Siegle started at Pike Place Market, Seattle in 1971. The brand name came from the mate of the novel “Moby Dick” Starbuk who loves coffee and symbol from mermaid woodcut in Norway. In the company logo, it shows “Starbucks, tea and spice”. At that time, it was not popular to sell a cup of coffee; people bought a raw bulk tea or spicy. In 1982, Starbucks was the coffee company that sold special coffee and there was Howard Shultz who did marketing, left the company in 1985. One year later, he opened the coffee shop named “ll Giornale”, which was the first Starbucks. The store sold Cappuccino, Espresso, etc including ground coffee and it was big hit. In 2 years, he got 6 stores, factories and finally bought the brand name, making Starbucks Cooperation. The Starbucks got the new store in Japan as the first one oversea in1996 and stretched to U.K in 1998. Moreover, at 2003, it took over Seattle best coffee and the other company from Italy. From that, they reached about 6,400 stores all over the worlds. Starbucks purchased the best Arabica coffee beans and created about 30 blending through roasting. They offer fresh
“Starbucks”
November 29, 2011
Table of contents
Introduction
(1) History summary
(2) Strategy
1) Best Product
2) Marketing
3) Image of Starbucks
4) Take out coffee in the rapid society
Reference
Introduction
As known Global Company all over the world, Starbucks has been loved from tons of coffee- drinkers. In Hawai’i, coffee is the best production for sales. Here are some Hawaiian coffee brands but still Starbucks has occupied most of coffee market, even UH.
In order to know their business management’s methods and extend the coffee industry, let us know how Starbucks works.
(1) History
Starbucks is the best coffee take- out store all over the world, which aims new espresso coffee culture as a roaster coffee brand. Gerald Baldwin, Gordon Bowker, and Zev Siegle started at Pike Place Market, Seattle in 1971. The brand name came from the mate of the novel “Moby Dick” Starbuk who loves coffee and symbol from mermaid woodcut in Norway. In the company logo, it shows “Starbucks, tea and spice”. At that time, it was not popular to sell a cup of coffee; people bought a raw bulk tea or spicy. In 1982, Starbucks was the coffee company that sold special coffee and there was Howard Shultz who did marketing, left the company in 1985. One year later, he opened the coffee shop named “ll Giornale”, which was the first Starbucks. The store sold Cappuccino, Espresso, etc including ground coffee and it was big hit. In 2 years, he got 6 stores, factories and finally bought the brand name, making Starbucks Cooperation. The Starbucks got the new store in Japan as the first one oversea in1996 and stretched to U.K in 1998. Moreover, at 2003, it took over Seattle best coffee and the other company from Italy. From that, they reached about 6,400 stores all over the worlds. Starbucks purchased the best Arabica coffee beans and created about 30 blending through roasting. They offer fresh