Starbucks Case Analysis
Case Problem Analysis
STARBUCKS
BACKGROUND OF THE CASE
Time Frame The case happened back in the 90’s where a lot of coffee shop is being operated in the business industry; one of this is the Starbucks a very well-known coffee shop nowadays. The Starbucks coffee maintained its clients or customers due of the new technique in marketing mix and to evaluate the kind of coffee and tea they were offered by the customers. The management also offered a promotional campaign by the use of advertisement in different media such as on television, radio, and printed media to remember the name of Starbucks. And now the said store or coffee shop has been created his own name here in the Philippines. (Source: Sunday Inquirer Magazine, Margaux Salcedo, 2007)
The first Starbucks location opened in 1971. The name is inspired by Moby Dick’s first mate. This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market. Starting as a single shop specializing in high quality coffee and brewing products the company grew to be the largest roaster in Washington with multiple locations until the early 80’s. In 1981, current CEO Howard Schultz, recognized a great opportunity and began working with the founder Jerry Baldwin. After a trip to Italy to find new products, Schultz realized an opportunity to bring the café community environment he found in Italy to the United states and the Starbuck’s brand we know today began to take form. Selling espresso by the cup was the first test. Schultz left Baldwin to open his own Italian coffee house Il Giornale which found outrageous success and in 1987 when Starbucks decided to sell the original 6 locations, Schultz raised the money with investors and purchased the company and fused them with his Italian bistro locations. The company experienced rapid growth going public in 1992, and growing tenfold by 1997, with locations
STARBUCKS
BACKGROUND OF THE CASE
Time Frame The case happened back in the 90’s where a lot of coffee shop is being operated in the business industry; one of this is the Starbucks a very well-known coffee shop nowadays. The Starbucks coffee maintained its clients or customers due of the new technique in marketing mix and to evaluate the kind of coffee and tea they were offered by the customers. The management also offered a promotional campaign by the use of advertisement in different media such as on television, radio, and printed media to remember the name of Starbucks. And now the said store or coffee shop has been created his own name here in the Philippines. (Source: Sunday Inquirer Magazine, Margaux Salcedo, 2007)
The first Starbucks location opened in 1971. The name is inspired by Moby Dick’s first mate. This name and the mermaid logo were inspired by the love of the sea, from Starbucks original location in Seattle Washington in the heart of Pike Place Market. Starting as a single shop specializing in high quality coffee and brewing products the company grew to be the largest roaster in Washington with multiple locations until the early 80’s. In 1981, current CEO Howard Schultz, recognized a great opportunity and began working with the founder Jerry Baldwin. After a trip to Italy to find new products, Schultz realized an opportunity to bring the café community environment he found in Italy to the United states and the Starbuck’s brand we know today began to take form. Selling espresso by the cup was the first test. Schultz left Baldwin to open his own Italian coffee house Il Giornale which found outrageous success and in 1987 when Starbucks decided to sell the original 6 locations, Schultz raised the money with investors and purchased the company and fused them with his Italian bistro locations. The company experienced rapid growth going public in 1992, and growing tenfold by 1997, with locations