Submitted by: Submitted by lisi777
Views: 242
Words: 2385
Pages: 10
Category: Business and Industry
Date Submitted: 06/03/2013 11:47 AM
The Starbucks secret
[pic]
Introduction to Marketing
Lisa Banz
Students ID 9076438
Table of content
1. General facts: 3
2. History 4
2.1 The starting point 4
2.2 An idea was born 4
2.3 After the moment of truth 4
3. The Starbucks secrets 6
3.1 Make it yours 6
3.2 Every detail is important 7
3.3 Surprise and make happy 7
3.4 Be glad with resistance 8
3.5 Put your stamp on the world 8
4. Conclusion 9
4.1 What do we learn from Starbucks? 9
4.2 The future 9
1. General facts:
Founded: 1971
Headquarters: Seattle, Washington (USA)
Stores: 15.011 stores in 44 countries
Industry: Restaurants,
Entertainment
Key people: Howard Schultz, Chairman, President and CEO
Martin Coles, Chief Operating Officer
James C. Alling, President, Starbucks International
Peter Bocian, Chief Financial Officer
Industry: Restaurants
Retail Coffee and Tea
Retail Beverages
Products: Whole Bean Coffee
Boxed Tea
Made-to-order beverages
Bottled beverages
Baked Goods
Merchandise
Revenue: more than US$ 9.411 billion (2007)
Operating Income: more than US$1.053 billion (2007)
Net Income: more than US$672.64 million (2007)
Employees: 172,000 (December 2007)
Subsidiaries: Starbucks Coffee Company
Tazo Tea Company
Seattle's Best Coffee
Torrefazione Italia
Hear Music
Ethos Water
Website: www.starbucks.com[1]
2. History
2.1 The starting point
At a sunny spring afternoon in the year 1983, Howard Schultz (an American Business man) stepped out of his hotel in Milan. Actually he wanted to visit the city and afterwards he was eager to visit a trade fair for which he came there. But then he found a small espresso bar. He saw the friendly...