Recreating the experience
A roasty sweet aroma dances in the air. The inviting cup warms your hand. With your very first sip, the day feels brighter. Your morning treat soon becomes a favorite ritual. You like the feeling you get here – it’s not rushed it’s like finding a sanctuary a private retreat between work and home, a safe haven created just for you. You get to know each barista, chat with your neighbors over coffee, and you discover that they share your affection for this singular place, this unique blending of coffee and community. Suddenly you realize – your coffee house has become our coffeehouse, a place to gather and connect.
A place to discover and a place to share. We offer this collective experience of warmth and belonging to millions of people around the world every day. And it all starts over a cup of coffee. But that’s only the beginning.
Starbucks Annual Report 2005
We aren’t in the coffee business, serving people, we are in the people business, serving coffee.
The experience has been created and recreated in more than 8,000 stores in almost 40 countries of the world. Starbucks Corporation is today one of the fastest growing retail chains in the world. Howard Schultz Believes that one of the most remarkable facets of the company’s evolution is its increasingly diverse customer base – young, old, rich, poor educated or uneducated He believes that the company is in the embryonic stages of the growth of the company. The dream is to continue to grow the company and become one of the most recognized and respected brands in the world.
This case study examines how Starbucks has, in short span of time, emerged as the new icon of Americana.
Coffee is a rich brew. It is believed that the first coffee plants came from the Horn of Africa on the shores of the Red Sea more than a thousand years ago. Back then, coffee was consumed as a food and not a beverage. Coffee also grew naturally on the Arabian Peninsula and it was there during the 11th century that coffee was first developed into a hot drink.
Coffee cultivation is aid to have started in the fifteenth century the Yemen province of Arabia was the key supplier of coffee to the world. The merchants of Arabia brought coffee to Europe through the city of Venice. The beverage eventually gained popularity with the masses when street lemonade vendors began selling it addition to cold beverages. By the middle of the 17th century the Dutch dominated the World’s merchant shipping industry and they introduced large scale coffee cultivation to their colonies in Indonesia on the islands of Java, Sumatra, Sulawesi and Bali.
Coffee arrived in Latin America several decades later, when he French bought a cutting of a coffee plant to Martinique. But when a rare plant diseases spread through the coffee fields of Southeast Asia in the mid 19th century, Brazil emerged as the world’s foremost coffee producer an honor the country still holds today.
The formation of star bucks
The original Starbucks was formed by three partners’ teachers, Jerry Baldwin, Zev Siegel and writer Gordon Bowker in the year 1971. They named the brand Starbucks after the coffee loving first mare in Melville’s classic novel, Moby dick,. The name evoked the romance of the high seas and seafaring coffee traders. The logo which evolved was based on an old sixteenth century Norse woodcut: a two tailed mermaid or siren encircled by the store’s original name, Starbucks Coffee Tea, and Spice.
Five years later, he bought Starbucks and five years after that, Starbucks became the first coffee organization to become a public company.
The mission statement aims to establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles while we grow.
The following are said to be the guiding principles of the company:
1) Provide a great work environment and treat each other with respect and dignity.
2) Embrace diversity as an essential component in the way we do business.
3) Apply the highest standards of excellence to the purchasing roasting ad fresh delivery of our coffee.
4) Develop enthusiastically satisfied customers all of the time.
5) Contribute positively to our communities and our environment.
6) Recognize that profitability is essential tour future success.