Starbucks Secret

The Starbucks secret

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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...