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Policy
Starbucks
December 7, 2016
About Starbucks
History
Starbucks
History
3
Starbucks is an Americancoffeecompany andcoffeehouse chain.
Starbucks was founded inSeattle, Washington in 1971. As of
November 2016 it operates 23,768 locations worldwide, including
13,107 (+170) in the United States, 2,204 (+86) in China, 1,418 (-12) in
Canada, 1,160 (+2) in Japan and 872 in South Korea (bumping United
Kingdom from 5th place) (Differences reflect growth since Jan 8,
2016).
Starbucks is considered the main representative of "second wave
coffee", initially distinguishing itself from other coffee-serving venues
in the US by taste, quality, and customer experience, while
popularizing darkly roasted coffee.Since the 2000s,third wave coffee
makers have targeted quality-minded coffee drinkers with hand-made
coffee based on lighter roasts, while Starbucks nowadays uses
automated espresso machines for efficiency and safety reasons.
Business Policy
Starbucks
Mission
Vision
to establish Starbucks as the premier purveyor of the finest
coffee in the world while maintaining our uncompromising
principles while we grow.
Business Policy
Starbucks
Objectives
To maintain Starbucks standing as one of the most recognized and respected brands
in the world
Business Policy
Starbucks
Strategic Plans
Some of the methods Starbucks has used to expand and maintain their dominant
market position, including buying out competitors' leases, intentionally operating at a
loss, and clustering several locations in a small geographical area (i.e.,saturating the
market), have been labeled anti-competitive by critics. For example, Starbucks fueled
its initial expansion into the UK market with a buyout of Seattle Coffee Company, but
then used its capital and influence to obtain prime locations, some of which operated
at a financial loss. Critics claimed this was an unfair attempt to drive out small,
independent competitors, who could not afford to pay inflated prices for premium real
estate.
Business Policy
Starbucks
Strategic Plans
Growing The
Number Of Stores
Elevating The
Coffee Experience
Creating New
Customer
Occasions
Lunch hours, for the company,
have been the fastest growing
day part for a number of years
now. This was driven by
improved food offering, more
fresh food items around bistro
boxes and sandwiches, and
strength in its tea platform.
Furthermore, Starbucks is
launching nitro cold brew in
500 stores by the end of
December. All of this is aimed
at enticing a greater number of
customers to its stores, by
offering new and innovative
food and beverage options.
Business Policy
Starbucks
1988
Offers full health benefits to eligible full- and part-time employees, including
coverage for domestic partnerships.
1990
Starbucks expands headquarters in Seattle.
Unveils Starbucks Mission Statement. provide a great work environment and
treat each other with respect and dignity
Changes
1998
Extends the Starbucks brand into grocery channels across the U.S.
Opens in underserved neighborhoods through joint-venture partnership with
Magic Johnson.
Launches Starbucks.com.
Establishes the CUP Fund emergency financial assistance fund for partners.
2008
Chairman Howard Schultz returns as chief executive officer and begins
transformation of the company.
Acquires Coffee Equipment Company and its Clover brewing system.
Adopts new Mission Statement To inspire and nurture the human spirit one
person, one cup and one neighborhood at a time.