Starbucks : A Single Store Essay

Starbucks : A Single Store Essay

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Starbucks was created in 1971 as a single store in Seattle’s Pike Place Market as a retailer and roaster of whole beans, ground coffee, tea, and spices. In 1982, Starbucks appointed Howard Schultz as the director of retail operations and marketing. After visiting Italy in 1983, Schultz fascination with the Italian coffee bars inspired him to bring similar type of coffeehouses to the Seattle area. Schultz idea was to provide a place where customers can relax, enjoy coffee, and engage in conversations. After several years, Schultz decided to leave Starbucks and open his own coffee company called II Giornale that offered brewed coffee and espresso beverages made from Starbucks Arabica coffee beans. In 1987, Schultz acquired Starbucks with the support of local investors and combined the two companies. The company’s mission was to “inspire and nurture the human spirit one person, one cup, and one neighborhood at time” (Starbucks Coffee Company, 2016). As of today, Starbucks operates 23,921 retail stores in 73 countries around the world, providing more than 30 blends and single-origin premium coffee. Starbucks has a strong and diversified brand portfolio featuring Starbucks Coffee, Seattle’s Best Coffee, Tazo, Teavanna, La Boulange, Evolution Fresh, Ethos Water, and Torrefazione Italia Coffee.
Current Situation
Starbucks continues to elevate the company’s brand by expanding and connecting with customers around the world. Internationally, Starbucks first opened stores in Japan in 1996, ventured into China in 1999, entered the continent of Europe in 2001, and India in 2012 with continual global expansion into new territories. Starbucks forms licensing agreements with the majority of their foreign retail stores to collaborate an...


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...ough licensing agreements will give Starbucks a competitive edge in the saturated coffee market. Furthermore, the younger Italian generation wants to escape the constrictive traditions in order to feel more cosmopolitan and globally connected, therefore Starbucks needs to capitalize on this particular segment of the market since this generation holds the key to their financial success in Italy. Starbucks multidomestic strategy to enter the market in Milan, a progressive city filled with foreigners who thrive on modern new experiences, could propel future growth for the company. Starbucks must drive synergies and economies of sales while maintaining and protecting the Italian culture and traditions. Customization, creative marketing, forming strong partnerships, and strategic locations are essential to Starbucks finding the company’s niche into the Italian market.

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