Introduction

"Starbucks" is the largest international chain of quick service cafes. Cafes are located in 80 countries of
the world, and their total number is more than 30,000. But how did Starbucks turn from a small store in
Seattle into a huge empire? And how did an ordinary cookware seller become its CEO? My name is
Danylo Krot and today my story is about Starbucks and Howard Schultz..

Early days

Its started in Seattle .In 1971, three friends in Seattle, founded Starbucks as a seller of coffee beans and
equipment. We can see them in this photo. At the time, they had no idea that their small business
would eventually become one of the most recognizable brands in the world. The original Starbucks store
was located in Seattle's Pike Place Market, and it was a hit with customers who appreciated the high-
quality coffee beans and equipment. This is what the first Starbucks logo looked like. The logo was
drawn by artist Terry Heckler. It depicts Siren, a sea creature from ancient Greek mythology. Over time,
the logo changed several times, but the original version can still be seen at the first Starbucks store in
Seattle. The store was named after the character in the novel "Moby Dick" Starbuck, who loved coffee
very much. Over the next decade, Starbucks expanded its business by opening new stores in the Seattle
area .but it really began to develop only after the arrival of one man

The Arrival of Howard Schultz

In 1981, Howard Schultz, an ambitious entrepreneur with a passion for coffee, joined Starbucks as the
director of retail operations and marketing. Schultz was impressed with the quality of Starbucks' coffee
beans and equipment, and he quickly became passionate about the company's mission.

However, Schultz soon realized that there was something missing from Starbucks' business model.
he had an idea for other coffee shops, such as he was inspired by during a business trip to
Milan. In Italy, coffee shops were not just places to grab a quick cup of coffee, but were instead
gathering places for the community.

Schultz believed that Starbucks could be more than just a coffee seller, but a place where people could
gather and enjoy high-quality coffee in a comfortable atmosphere. He envisioned a "third place"
between home and work where people could relax, socialize, and enjoy a sense of community.

Schultz's Vision for Starbucks

Schultz wanted to turn his vision for Starbucks into a reality. However, his ideas were met with
resistance from the Starbucks founders, who were more focused on selling coffee beans and
equipment.Finally, Schultz left Starbucks in 1985 to start his own coffee shop, called Il Giornale.

Il Giornale was an immediate success, and Schultz used the profits from the business to purchase
Starbucks. Once he was back in control of Starbucks, Schultz set about transforming the company into
the coffee empire that it is today.

Schultz's vision for Starbucks was more than just a place to grab a cup of coffee. He also wanted
Starbucks to be a place where employees were treated with respect and dignity, and he made
99programs that provided healthcare, stock options, and other benefits to Starbucks' employees.

Starbucks' Expansion

Under Schultz's leadership, Starbucks began to expand rapidly. In 1987, the company went public and
opened its first stores outside of Seattle. By 1992, Starbucks had 165 stores and was expanding into
international markets.
In 1995, Starbucks opened its first store in Japan, which was a significant milestone for the company.
Schultz had initially been skeptical about Starbucks' ability to succeed in the Japanese market, but the
store was an immediate success. Today, Japan is one of Starbucks' most important markets, with over
3000 stores.

By 1999, Starbucks had stores in more than 30 countries around the world. In addition to its traditional
coffee shops, Starbucks began to expand its business by introducing new products, such as bottled
drinks and food items.

Schultz's Failures

Despite his many successes, Schultz has also experienced his fair share of failures. One of the biggest
failures of Schultz's career came in 2008, when he launched a campaign called "Race Together." The
campaign was designed to spark conversations about race and social justice, and Schultz encouraged
Starbucks baristas to write "Race Together" on customers' cups.

The campaign was met with backlash from the public, who felt that Starbucks was trying to capitalize on
a sensitive social issue. Schultz ultimately had to back down from the campaign, and he admitted that it
was a mistake.

Another failure for Schultz was the launch of Starbucks' Teavana brand. Schultz believed that Teavana, a
brand of loose-leaf teas and tea accessories, could become as successful as Starbucks' coffee business.
However, the brand struggled to gain traction, and in 2017, Starbucks announced that it would be
closing all 379 Teavana stores.

Schultz's Departure and Return

In 2000, Schultz stepped down as CEO of Starbucks to focus on the company's global strategy and new
product development. However, Starbucks faced financial struggles in the late 2000s because of global
financial crisis. In 2008, Schultz returned as CEO of Starbucks to help turn the company around. He
implemented a number of changes to the company's business model, including closing underperforming
stores, focusing on core products, and investing in new technology.

Schultz also continued to pursue his vision of Starbucks as a socially responsible company. He launched a
program to provide college tuition reimbursement to Starbucks employees, and he partnered with the
RED campaign to raise money for AIDS research.

Under Schultz's leadership, Starbucks bounced back from its financial struggles and continued to
expand. Today, Starbucks has over 30,000 stores in more than 80 countries around the world, and it is
one of the most recognizable brands on the planet.