Company Aanalysis: Starbucks

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Starbucks has become a global coffee brand. Its position in the market has revolutionized the way people perceive and consume their coffee. It is estimated that Starbucks has over 87,000 different combinations of coffee, which offers the widest range of coffee brands in the world.
Company Overview & Mission
Company Background
Starbucks opened its doors on March 30, 1971 in Seattle, Washington (SC. 2014). The company was started by three students from University of San Francisco. Originally the company was named Pequod and later renamed whaling ship and Moby-Dick (SC. 2014). However, these names were rejected by the pioneers of the company and they had to come up with a name that was relatively consistent with the business.
Past Strategies and Key Factors
The first five years were critical in the progress of the company and thus the need to concentrate operations at 2000 Western Avenue (SC. 2014). Once the brand had picked pace in the market, it was relocated to 1912 Pike Place Market. Apparently, the company’s concentrated on selling roasted whole coffee beans to hotels and companies around rather than brewing coffee at their facilities. Reduction in revenue generated led to the company’s decision to expand its production through diversification. Between 1982 and 1990, the company experienced rapid growth (SC. 2014). This revenue enticed investors to invest in the company leading to the company offering IPO (initial public offer) in June 1992. The IPO generated $ 25 million, which was instrumental in the company opening twice as much stores as there were initially.
Following a successful IPO, Starbucks was able to embark on rapid expansion in Tokyo, Japan in 1996 and United Kingdom in 1998 (SC. 2014). Over the year...

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Works Cited

Lee, K. (2011). Case study: Starbucks Coffee. Retrieved May 21, 2014 from
Shahi, T., Omar, J., Aufscla ̈ger, M., Schmerling, T. & Gassner, S. (2007). Case Study Report: How Starbucks Corp. should improve its business. Sydney: Macquarie University.
Starbucks Corp [SBUX]. (2014). Morning Star. Retrieved May 21, 2014 from
Starbucks Corporation [SC]. (2014). Our Company. Retrieved May 21, 2014 from
Thompson, A., Peteraf, M., Gamble, J., & Strickland III, A. J. (2014). Crafting and executing strategy: The quest for competitive advantage; Concepts and cases. (19th ed.). New York, NY: McGraw-Hill.
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