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Starbucks - Dossier Anglais

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STARBUCKS COFFEE

CONTENTS

INTRODUCTION

I. The Company

a) History …………………………………………………………………………… p1

b) The Logo ………………………..………………………………………………. p2

c) Conquest of the USA ………………..…………………………………….. p2

d) Products ………………………………………………………………………… p3

II. Its Expansion

a) Globalization …………………………………………………………………. p

b) Competition …………………………………………………………………… p

c) Critical …………………………………………………………………………… p

CONCLUSION

INTRODUCTION

Starbucks is the largest multinational chain of coffee shops. Founded in 1971, Starbucks Coffee Company is now a business dealing in the coffee beans. Officially, it became Starbucks Corporation in 1987 after its acquisition by Howard Schultz (but continuing to communicate the name of Starbucks Coffee Company). The company acquired and opened shops across many countries. Starbucks stores, in addition to drinks, are still selling their own brand of coffee (ground or beans ) , tea , pastries, utensils and coffee machines. The Starbucks headquarters are in Seattle, in Washington State.

I. The Company

a) History

The first Starbucks store opened in Seattle in 1971 by three partners: Jerry Baldwin, an English teacher, Zev Siegel, a professor of history and a writer Gordon Bowker. The three contractors, coffee lovers, were inspired by the roaster Alfred Peet, they knew personally, and opened their first business to sell coffee beans and high quality coffee machines. The company takes its name from "Starbo" a nineteenth century mining camp of Mount Rainier, which recalls the founding "Starbuck ", a character of Moby Dick. The brown logo designed by the designer Terry Heckler is a crowned mermaid with two tails of fish, based on a Scandinavian engraving of sixteenth century. The original store was located at 2000 Western Avenue from 1971 to 1976, and then moved to 1912 Pike Place, where they sold at the origins coffee, tea and spices. During the first year, Starbucks buys unroasted beans directly to Peet's. Thereafter, the founders buy directly from producers. They roast their beans at levels close to those of Peet's, black and mid-black.

The entrepreneur Howard Schultz, who was previously an executive at Xerox and Hammarplast, joined the company in 1982 as marketing director. After a trip to Milan, Schultz, inspired by the Italian espresso bars, suggests that Starbucks stores serve coffee drinks more coffee beans. The owners initially rejected the idea, but in April 1984 allow Schultz to try it as an espresso bar in the sixth opened by the company in Seattle. Despite the relative success of the experiment, Baldwin refuses to open more bars, preferring to focus on the expertise of Starbucks trade coffee beans. Meanwhile, the company is heavily indebted to acquire Peet's in 1984 (Alfret Peet sold his company in 1979), including the six stores are located in San Francisco.

Schultz decided to found his own company, “Il Giornale”, in which Starbucks becomes a major shareholder. The first bar of the new brand opens in the downtown of Seattle in 1985, reproducing the atmosphere and offers an Italian coffee. After a few months, another bar opens a few blocks away, and another in Vancouver (Canada), on the other side of the border.

In 1986, the founders of Starbucks want to focus their efforts on Peet's stores, and decided to sell the assets of Starbucks. Schultz managed to find 3.8 million dollars for the acquisition, thanks to financial support from William Henry Gates II, father of Bill Gates, founder of Microsoft. Il Giornale then swallows the parent company, whose former owners also yields the brand and associated rights. Starbucks Corporation was officially born in 1987 from the merger of two companies.

b) The logo

The logo of 1971 remains the Starbucks mermaid, but turns to green, and becomes more contemporary with more accurate and graceful lines and a chest hidden by her hair. In January 2011, Starbucks unveiled its new logo where the name of the company disappears. Negative opinions multiplied and many unhappy customers called the coffee chain to reverse. Community net fidgeted, and many comments were degrading. Example posted on the band's official website: "What's the moron in your marketing department that had the idea to remove the world-famous name of Starbucks Coffee on your new logo? » But the company claimed not to be backtracking, claiming a business strategy. Indeed, the biggest brands today, like Apple, Nike or even McDonald's have been there. But this step is not always beneficial for everyone. The famous American label GAP, for example, was forced to bury his new logo just days after his announce.

c) Conquest of the USA

Howard Schultz is chairman and chief executive officer (CEO) of the new Starbucks. Il Giornale bars are renowned, and all stores are redesigned to accommodate both espresso bars and selling coffee beans. Two new coffees open late 1987 in Vancouver and

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