Starbucks Case Study Report

Starbucks was founded in 1971 as a small coffee bean roaster and retailer in Seattle, Washington. For years it was just that one store, but by 1982 they had five retail stores that sold supplies and beans for brewing coffee. A wholesale business was soon established. Ever since then the company expanded at a rapid pace and since 1987 it has opened an average of two stores every day. The current President and CEO of Starbucks is Howard Shultz. When he visited Milan he came up with the idea of an espresso bar. Shultz realized that America was lacking in the high quality coffee shop area. He wanted to incorporate high quality coffee with a relaxing area where people can meet and do work. When the Starbucks started to be designed they had woods

Along with the coffee maker being called a barista, Starbucks decided to name their coffee sizes and drinks differently. For example, a tall is a small, a grande is a medium, and a venti is a large. By doing this, Starbucks was able to add to the authenticity of their coffee brand. Starbucks opened their stores in areas that had large numbers of wealthy and educated people. When people drank their coffee it was seen as sophisticated and only something rich people could afford. Since they only marketed to areas like that they went from having one thousand locations in 1996 to fifteen thousand locations in 2007. Starbucks is now the largest coffee shoppe in the world. They have 22,766 stores in 65 countries and territories. More than 40 million customers visit the Starbucks retail stores every week. They have an array of products. Some products locations sell are hot and cold drinks, whole-been coffee, instant coffee, espresso, different types of teas, mugs, and many other

She looked to be about 30-35 years old. She was wearing a nice outfit as if she was on her lunch break from work. At first she looked like she would be a really stern person, but my opinion ended up changing. There were 3 people ahead of her, so I thought she would lose her patience like a bunch of other people who have to wait in a long line to get coffee. When she got up the barista greeted her and said “Hey Shay, how are you today, do you want the regular?”. From this happening I immediately knew she was a regular. The lady said she was going to get a grande cappuccino with no foam. When it came time to pay, she pulled out her phone with what seemed like the Starbucks application and the barista scanned her phone. As she was standing there waiting for her drink, she talked to a bunch of people. This lady seemed like a respectable middle-aged women who was a regular. She was super sweet to everyone who crossed her