Starbucks
Starbucks: Brewing a Worldwide ExperienceThe 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.
Through continental and international growth Starbucks had a total of 5,405 stores (1,153 stores outside of the United States) by the middle of 2002. These cultures may also refuse to buy some of the Starbucks, due to the country that the coffee beans may have originated from. Starbucks is known world-wide for their quality coffees, but not all countries care to be a part of the coffee phenomenon that has taken place over the past few years. ks strives to provide high-quality products and service. When the company opened new shops in Japan and Europe they went against the odds of making it in these countries because these countries where known for smoking. The coffee is a convenience product whereas it is bought often with little planning. The repeat business that Starbucks experiences are due to the company's marketing considerations. Schultz focused on making the Starbucks stores "a personal treat. This research however, must also me done in more areas than the product that is offered. " 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. On average the typical Starbucks customer visits a store 18 times a month. Consumers tend to revisit companies in which they have great customer service experiences. Many of the countries they attempt to enter may not be receptive to a U. Starbucks proves that a small company can be a huge success if the right product is sold in the right location and with the right staff to provide the service.
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