Starbucks

I. ABOUT THE COMPANY

A. HISTORY OF THE COMPANY

* In 1971Starbucks opened operations in Seattle’s Pike PlaceMarkets with the future aim of providing coffee to a number of restaurants and surrounding bars. With the recruitment of HowardSchultz who led the marketing and retail efforts of Starbucks.

* In 1982, the company took a change in direction through the Schultz, who after visiting Italy tried to adapt the same principles in order to a strong bar culture. Schultz then utilized Starbucks ability toprovide quality coffee beans and opened up a new store called IlGiornale, which brewed coffee from these particular beans.

* In 1987, Giornale had decided to take over the assets of Starbucks and also, further changed its name to Starbucks Corporation. By the end of the year, Starbucks had increased the number of stores to 17and furthered its location span by entering Chicago and Vancouver.

* In 1990, the company took further steps forward with expansion of the Seattle headquarters and an increase in resources with theopening of a new roasting plant. Relationships and other ventures alsotook off during the early nineties as the company looked todevelopment organizations to further its progress.

*In 1995, the company really established its name with the opening of the 676th store as well as increasing the products in store with the addition of compact discs a result of a previously popular experiment with ‘in-house’ music.

* In 1996, the company kept on stretching its reach by entering into the market of Japan, Singapore and Hawaii. This was achieved through joint ventures including the one formed with Sazaby Inc., whichpushed through the development of coffee houses in Japan.

*By the year 2000, things had progressed so far that 3,300 stores were already opened, the company had ventured into countries ranging from England to Australia & China.

*By last quarter of 2008, total international stores became 5113 store & 11567 stores in United States.

B....