Mrs. Vales
Starbucks had a humble beginning with one small store front in 1971 at the famous Pike’s Place in Seattle, Washington. The inspiration for Starbucks came from Peet’s Coffee and Tea who started importing fine Arabica beans from around the world (Arthur, 1999). At that time Starbucks had a simple mission of providing the world’s finest fresh roasted coffee to its customers, and it worked.
A decade later in 1981, Howard Schultz, now Chairman, President and CEO, had entered Starbucks and was instantly captivated. For over a year, Howard pursued employment at Starbucks, wanting the job far more than Starbucks wanted him. Eventually, he convinced the three partners to take him on as head of marketing. He soon hung up his high profile New York City position and moved to Seattle. He quickly gained acceptance, knowledge and experience in all aspect of the coffee business. Howard’s trip to Italy a year later would change that one small store into the global corporation it has become today. He was be taken by the warmth and connectivity local Italians shared at their coffee bars, and wanted to combine the great coffee with the closeness of the community. After having a café latte, he concluded it was the perfect drink and no one in America knows about it.
Upon returning, he had growing frustration as the owners did not want to leave the retail business for the beverage business. A year later, once the sixth store was open did Howard get his espresso bar? It was a huge success, but he could not convince the owners to expand the beverage business to the other stores.
He left Starbucks to create his own coffee shop il Giornale with the financial help of Jerry Baldwin. He used Starbuck’s coffee to brew espresso and coffee beverages. Soon II Giornale’s three stores had annual sales of $1.5 Million. In 1987, Jerry Baldwin and Gordon Bowker decided it was time to sell Starbucks and Howard knew this was his opportunity. He was able to obtain the $3.8 Million in capital to
A decade later in 1981, Howard Schultz, now Chairman, President and CEO, had entered Starbucks and was instantly captivated. For over a year, Howard pursued employment at Starbucks, wanting the job far more than Starbucks wanted him. Eventually, he convinced the three partners to take him on as head of marketing. He soon hung up his high profile New York City position and moved to Seattle. He quickly gained acceptance, knowledge and experience in all aspect of the coffee business. Howard’s trip to Italy a year later would change that one small store into the global corporation it has become today. He was be taken by the warmth and connectivity local Italians shared at their coffee bars, and wanted to combine the great coffee with the closeness of the community. After having a café latte, he concluded it was the perfect drink and no one in America knows about it.
Upon returning, he had growing frustration as the owners did not want to leave the retail business for the beverage business. A year later, once the sixth store was open did Howard get his espresso bar? It was a huge success, but he could not convince the owners to expand the beverage business to the other stores.
He left Starbucks to create his own coffee shop il Giornale with the financial help of Jerry Baldwin. He used Starbuck’s coffee to brew espresso and coffee beverages. Soon II Giornale’s three stores had annual sales of $1.5 Million. In 1987, Jerry Baldwin and Gordon Bowker decided it was time to sell Starbucks and Howard knew this was his opportunity. He was able to obtain the $3.8 Million in capital to
References: Arthur, T. (1999). Starbucks corporation. McGraw-Hill College Division. Retrieved from http://www.mhhe.com/business/management/thompson/11e/case/starbucks.html O 'Connor, C Starbucks Corporation. Retrieved from the Official Starbucks Website on June 20 , 2013: www.starbucks.com U.S Anthony, W.P, Gales, L.M., and Hodges, B.J. (2003) Organizational Theory: Strategic Approach, Upper Saddle River, NJ: Pearson Education, INC. 2013 REBRAND Showcase - Starbucks - Rebranding by Lippincott. (n.d.). REBRAND - Worldwide leading brand transformation and rebranding resource - REBRAND 100 Global Awards. Retrieved June 21, 2013, from http://www.rebrand.com/distinction-starbucks Client