Starbucks Casestudy
Starbucks Case study
Charmain Jarrett
Liberty University
COMM 658
Dr. A. Widgeon
March 8, 2013
I. Introduction: Starbucks is a coffee sensation that is sweeping the world by storm. It all began in 1971 when the first store was opened in Seattle Washington. Starbucks started out as a single coffee shop that sells high quality premium coffee beans. In the 1980’s they expanded their locations but remained in the state of Washington. Starbucks has now expanded its locations all across the US and Canada and many other countries around the world. Starbucks has managed to become the number one coffee selling company in the world without utilizing a huge advertising budget. Starbucks advertising and public relations campaigns consist mainly of news media and social media efforts to get their brand in the spot light. Starbucks rise to fame began slowly and by word of mouth. They generally try to avoid traditional media but have in recent years begun to promote their product due to competition and a minor decline in sales in some stores.
Starbucks is a household name today but it did not begin that way. Starbucks rise to fame came about because of Gordon Bowker and Jerry Baldwin’s love of Peets Coffee. It all began in 1971 when Baldwin, discovered Peets coffee in Berkley while attending school in California. Baldwin introduced his roommate Bowker to Peets coffee. The two men then partnered with a friend named Zee Siegel to start up a coffee store in Seattle Washington. The company grew but very slowly because advertising mainly consists of word of mouth. In 1981, ten years later, Starbucks had only grown to four stores and one roasting plant in Seattle. It was about this time that the present Chairman, Howard Schultz began to take note of the company. Schultz met with Baldwin and Bowker and immediately fell in love with Starbucks Coffee. Schultz became the marketing manager for the company in 1982 and went to Italy on a business trip in 1983 to
Charmain Jarrett
Liberty University
COMM 658
Dr. A. Widgeon
March 8, 2013
I. Introduction: Starbucks is a coffee sensation that is sweeping the world by storm. It all began in 1971 when the first store was opened in Seattle Washington. Starbucks started out as a single coffee shop that sells high quality premium coffee beans. In the 1980’s they expanded their locations but remained in the state of Washington. Starbucks has now expanded its locations all across the US and Canada and many other countries around the world. Starbucks has managed to become the number one coffee selling company in the world without utilizing a huge advertising budget. Starbucks advertising and public relations campaigns consist mainly of news media and social media efforts to get their brand in the spot light. Starbucks rise to fame began slowly and by word of mouth. They generally try to avoid traditional media but have in recent years begun to promote their product due to competition and a minor decline in sales in some stores.
Starbucks is a household name today but it did not begin that way. Starbucks rise to fame came about because of Gordon Bowker and Jerry Baldwin’s love of Peets Coffee. It all began in 1971 when Baldwin, discovered Peets coffee in Berkley while attending school in California. Baldwin introduced his roommate Bowker to Peets coffee. The two men then partnered with a friend named Zee Siegel to start up a coffee store in Seattle Washington. The company grew but very slowly because advertising mainly consists of word of mouth. In 1981, ten years later, Starbucks had only grown to four stores and one roasting plant in Seattle. It was about this time that the present Chairman, Howard Schultz began to take note of the company. Schultz met with Baldwin and Bowker and immediately fell in love with Starbucks Coffee. Schultz became the marketing manager for the company in 1982 and went to Italy on a business trip in 1983 to
Bibliography: Melody, A. Starbucks advertising: Christmas 1991 by Melody on May 10, 2011http://www.starbucksmelody.com/2011/05/10/starbucks-advertising-christmas-1991/ Miller, C Sanburn, J. Do We Really Need 1,500 More Starbucks? Dec. 14, 2012 Read more: http://business.time.com/2012/12/14/do-we-really-need-1500-more- Starbucks/#ixzz2N0CjFXuj Spencer, K Starbucks Corporation SBUX, Business overview: Retrieve March 8, 2013 from: http://www.wikinvest.com/stock/Starbucks_%28SBUX%29 Starbucks make a difference: take the pledge, https://www.youtube.com/watch?NR=1&v=KRFofwu-0o4&feature=endscreen