Letter

Starbuck memo:

Opening its first store in pike place market, Seattle, Washington in 1971 Starbucks has recognized itself as the world’s most important retailer, roaster and brand of specialty coffee with over 13000 outlets in 39 countries. The name was inspired by Herman Melville’s classic novel Moby dick’s first mate.

Howard Schultz joint Starbucks in 1982 as director of retail operations and marketing. Starbucks started providing coffee and espresso bars. When Howard travelers to Italy in 1983 he encouraged with the popularity of espresso bars in Milan he sees the likely to develop a similar coffeehouse custom in Seattle. In 1984 Howard encourage the founder of Starbucks to taste the coffeehouse concept in downtown Seattle. Where first Starbucks coffee latte is served.

Starbucks Corporation is leading retailer and marketer of specialty coffee in the world. Starbucks drove to accomplish their goals; they developed their marketing strategy in reaction to these trends. The variety they would build as a result would then be leveraged to allow them to grow on a international scale. Coffee bars obtainable a place where people could get together, people liked reasonable luxuries and specialty coffee fit the bill and consumers were becoming more knowledgeable about coffee.

Starbucks adopt different types of strategy to build its branding in the market. Starbucks not only focus on internal strategy but also focus on external strategy. In their mission for growth Starbucks primary focus was on becoming the top retailer of specialty coffee. Chairman and CEO of Starbucks Howard Schultz wanted to achieve this goal by creating the Starbucks familiarity. Particularly the dream was to create more than just the store to purchase specialty coffee the intension was to expand a kind of third place where people can flee, return, read, chat or listen. The brand Starbucks was focused on building was retail based and centered on the...