I.

Introduction:
 Starbucks Corporation is an American coffee company and coffeehouse chain.
Starbucks was founded in Seattle, Washington, in 1971. The company has 20891
stores in 65 different countries around the world. Company implies aggressive growth
strategy to win the competitiveness of the market and that is why they are one of the
successful coffee house chains around the world. Starbucks selling coffee, coffee
beans, other hot and cold drinks and many others. In the coffee shop customers are
able to enjoy the music while they drinking coffee. Starbucks strategically open their
store in specific location to increase their sells volume. They want to provide unique
atmosphere in their coffee shop to attract more customers.
 Starbuck History.
 Starbucks originally started in 1971 by Jerry Balswin, Gordon Bowker, and Zev
Siegl, with it was the first shop located in Seattle's historic Pike Place Market.
From this location, Starbucks sold high-quality whole coffee beans, dark-roasted
in small batches, the European way. 
 The name of Starbucks was chosen in honour of the coffee-loving first mate in
Herman Melville's Moby Dick, and, because they thought the name evoked the
romance of the high seas and the seafaring tradition of the early coffee traders.
The current company logo, is a twin-tailed siren, from Greek mythology, encircled
by the store's name.
 In 1982, Howard Schultz, the now celebrated CEO of Starbucks, joined as
director of retail operations and marketing. Two years later, Mr. Schultz
convinced the founders of Starbucks to test the coffeehouse concepts in their
downtown Seattle store, where the first Starbucks® Caffe Latte was served.
 In 1987, Howard Schultz led a group of investors that purchased Starbucks from
its' founders. Since then, Starbucks has become the premier roaster and specialty
coffee retailer in the world. Currently, there are 18,000 stores in 62 countries. 
 Along with selling high quality coffee beans, Starbucks offers a variety of
speciality coffee drinks, teas, hot chocolate, merchandise and a limited menu
selection of food items. Their stores offer a clean, relaxing atmosphere with free
Wi-Fi for customers.
 Starbuck Product
Starbucks always believed in serving the best coffee possible. It’s their goal for all of
our coffee to be grown under the highest standards of quality. Their coffee buyers
personally travel to coffee farms in Latin America, Africa and Asia to select the
highest quality beans. And our master roasters bring out the balance and rich flavour
of the beans through the signature Starbucks Roast.
Starbucks offers a range of exceptional products that customers enjoy in their stores,
at home, and on the go.
o Coffee: More than 30 blends and single-origin premium coffees.
o Handcrafted Beverages: Fresh-brewed coffee, hot and iced espresso
beverages, Iced Coffee, Cold Brew, Nitro, Frappuccino coffee and non-coffee
blended beverages, Starbucks Refreshers beverages, and Teavana teas.
o Merchandise: Coffee- and tea-brewing equipment, mugs and accessories,
packaged goods, books and gifts.
o Fresh Food: Baked pastries, cold and hot sandwiches, salads, salad and grain
bowls, oatmeal, yogurt parfaits and fruit cups.
o Consumer products available where groceries are sold
  Coffee and Tea: Whole bean and ground coffee (Starbucks and
Seattle’s Best Coffee brands), Starbucks VIA Instant, Starbucks
espresso capsules available on the Nespresso and Nescafé Dolce Gusto
systems, Starbucks Coffee K-Cup pods, Starbucks and Teavana
Verismo pods.
 Ready-to-Drink (RTD): Starbucks bottled Frappuccino coffee drinks,
Starbucks Iced Latte, Single Serve Cold Brew, Double shot Coffee
Smoothies, Teavana Craft Iced Teas, Teavana Sparkling Craft Iced
Teas, Starbucks Discoveries chilled cup coffees, Starbucks Discoveries
Iced Café Favourites , Starbucks Iced Coffee, Starbucks Double shot
espresso drinks, Starbucks Double shot Energy Coffee drinks;
Starbucks Refreshers beverages, Evolution Fresh bottled juices.
II. Mission, Vision and Core Values
 Starbucks’s mission:
Starbucks highlights its mission as “to inspire and nurture the human spirit – one
person, one cup and one neighbourhood at a time.”
 Starbucks vision:
Starbucks’s vision is to “treat people like family, and they will be loyal and give their
all.”
 Core values: From this mission statement, a set of core principles make up the core
of Starbucks company culture:
 Creating a culture of warmth and belonging, where everyone is welcome.
 Acting with courage, challenging the status quo, and finding new ways to grow our
company and each other.
 Being present, connecting with transparency, dignity, and respect.
 Delivering our very best in all we do, holding ourselves accountable for results.
 We are performance driven, through the lens of humanity

References:
From Wikipedia, Starbucks. Available at: https://en.wikipedia.org/wiki/Starbucks
Website of Starbuck. Available at: https://www.starbucks.com/