Starbucks: Brewing a Worldwide Experience
             The first Starbucks was founded in 1971 by Jerry Baldwin, Gordon Bowker and Zev Siegel in Seattle's Pike Place Market. The initial goal of these thriving entrepreneurs was to provide fine coffee brewing equipment and whole coffee beans to consumers in the United States. In 1983, Howard Schultz was hired as the Marketing Manager for Starbucks. While visiting Italy Schultz realized that providing coffee brewing equipment was not the only service coffee lovers in the United States needed. By the end of 1983 Starbucks began selling their now core product, coffee by the cup. In 1987 Schultz became president of the Starbuck's company and began to focus on the actual and augmented levels of the coffeehouses.
             Schultz began with the actual product levels by changing the company logo to green. Then he focused on the augmented level by adding atmosphere to the coffeehouses. Schultz was determined to provide an atmosphere of relaxation and to create the perfect social scene. The atmosphere allows the customer the opportunity to fully enjoy their coffee experience. In addition to the atmosphere, Starbuck's also provides a variety of food items that are tailored to the local tastes.
             Starbucks strives to provide high-quality products and service. Schultz focused on making the Starbucks stores "a personal treat." Schultz understands that in order for the stores to be a place for customers to relax and have a cup of coffee, he must have a great staff. Schultz implemented a great employee benefit program to assist in maintaining strong employees. Consumers tend to revisit companies in which they have great customer service experiences. Through these service-marketing strategies Starbucks employees serve their customers in a friendly non-smoking atmosphere and also sell a product that is favored by millions of people everyday.
             The repeat business that Starbucks experienc
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