Friday, February 22, 2013

Starbucks: Back To Basics

Introduction
Starbucks is the largest coffeehouse company in the world, with over 17,800 stores in 49 countries, including over 11,000 in the United States, almost 800 in the UK, and just about 1000 in Canada. 1 Founded in Seattle, Washington, U.S. in 1971, Starbucks find made a long way from small local anesthetic coffee store to international chain of popular and extremely recognized cafes, to a cultural symbol undoubtedly alike(p) to McDonald?s and Coca-Cola. The company?s timeline, published on Starbucks? of?cial website2, shows us the most distinctive highlights of its constant growth. But it obviously lacks of 1 very important episode in course of 2008. The year in which company could utterly fail, but survived.

Why Starbucks is successful
Starbucks? principal(prenominal) idea of transformation from a coffee retailer to a cafe was bringing Italian coffee bars go through to the U.S. customer.

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There?re several factors that made Starbucks successful:



towering quality coffee Personal and professional service bracing paradigm: place to meet people and socialize Expensive, exclusive, elitist positioning (Yuppies) Variety of products: numerous types of coffee drinks, food, desserts

It was very unusual for the the States of that period with conventional american perception of coffee as a brown-colored liquid of uncertain taste in a big glass jar, brewed in the early morning and kept warm during the whole day. Starbucks founders, being real coffee experts, protested against traditional american coffee and addressed their passion to customers.

1 2

Wikipedia, hypertext transfer protocol://en.wikipedia.org/wiki/Starbucks http://news.starbucks.com/images/10041/StarbucksCompanyTimeline-JAN2010.pdf 2

Quality of coffee (beverage) equals quality of coffee (beans). coffee berry purchased by Starbucks was expensive ?nest & ?rst grade only, which purchasing legal injury was always above market-average3. Starbucks tried to become a troika place (after home and work) in the life of Americans. Interiors ?lled with coffee...If you want to loll a full essay, order it on our website: Orderessay



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