Starbucks Corporation Starbucks Corporation CASE ANALYSIS FOR STARBUCKS CORPORATION I. showcase Profile/ Company History Three Seattle entrepreneurs started the Starbucks Corporation in 1971. Their prime product was the selling of whole bean coffee berry in one Seattle store. By 1982, this business had grown staggeringly into five stores selling the coffee beans, a roasting facility, and a wholesale business for local restaurants. Howard Schultz, a marketer, was recruited to be the handler of retail and marketing. He brought new ideas to the owners, but was turned down.
Schultz in turn opened his own coffee bar in 1986 based on Italian coffee cafes, selling brewed Starbucks coffee. By 1987, Schultz had expanded to three coffee bars and bought Starbucks from the original owners for $4 million. He changed the name of his coffee bars from Il Giornale to Starbucks. His aspiration for the company was to grow slowly with a very unattackable foundation. He wanted to create a top-notch manageme...If you want to produce a full essay, order it on our website:
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