Starbucks

Cotiață Andreea-Alexandra
Master AISI, anul I
 History
 Human resources
 Turnover
 Products
 Presence in various countries
 Competition
History
 The first Starbucks opened in Seattle, Washington, in1971, by three partners
who met while they were students at the University of San Francisco: English
teacher Jerry Baldwin, history teacher Zev Siegl, and writer Gordon Bowker.
History
 The company took the name of the chief mate in the book Moby-Dick:
Starbuck. They thought words beginning with "st" were powerful.
 In 1982, Howard Schultz joins Starbucks as director of retail operations and
marketing. Starbucks begins providing coffee to fine restaurants and espresso
bars.
 In 1983, Schultz travels to Italy, where he’s impressed with the popularity of
espresso bars in Milan. He sees the potential to develop a similar coffeehouse
culture in Seattle.
 In 1984, Schultz convinces the founders of Starbucks to test the coffeehouse
concept in downtown Seattle, where the first Starbucks Caffè Latte is served.
 By the end of year 1992, Starbucks had grown to 165 outlets.
 In 1996, Starbucks entered the international market by opening stores in Japan,
Hawaii and Singapore in joint venture with Sazaby Incwhich. By the end of year
2000 Starbucks had ventured into countries from England to china to Australia
with over 3300 stores and by the last quarter of 2008 the total international stores
reached 5113 and 11567 stores in the United States.
Human resources - retention

 Taking care of them

Howard Schultz didn’t grow up wealthy. He saw the trials and tribulations of
the working class, and one problem that made an impression on him was lack
of health insurance. Therefore, when he started his Starbucks franchises, he
made a commitment to give his employees health insurance. He wanted to
help satisfy these basic needs and make them feel safe, valued, and
appreciated.
 Making them Coffee Experts
Knowledge of all the coffee and beverages is very important, not just for those
on the front lines, but for everyone in the establishment. Therefore, Starbucks is
very serious about their training. Recently, it set up an elaborate online portal
offering a thorough and holistic instruction program.
Human resources - retention
 Treating them with respect
Schultz wanted to create a full experience for customers, which requires
outstanding customer service. Schultz understood that he couldn’t expect his
employees to be kind and generous to customers if upper management
wasn’t kind and generous to them.
Turnover
Products
 Starbucks locations serve hot and cold drinks, whole-bean coffee,
microground instant coffee known as VIA, espresso, caffe latte, full- and
loose-leaf teas including Teavana tea products,[9] Evolution Fresh juices,
Frappuccino beverages, La Boulange pastries, and snacks including items
such as chips and crackers; some offerings (including their annual fall
launch of the Pumpkin Spice Latte) are seasonal or specific to the locality
of the store. Many stores sell pre-packaged food items, hot and cold
sandwiches, and drinkware including mugs and tumblers; select "Starbucks
Evenings" locations offer beer, wine, and appetizers. Starbucks-brand
coffee, ice cream, and bottled cold coffee drinks are also sold at grocery
stores.
Presence in various countries

 As of April 2019, Starbucks is present on 6 continents and in 78 countries and

territories, with around 27,340 locations.

International Presence of Starbucks Coffee (June 2019)

Presence in Philippines: 300
Thailand: 264
France: 121
Russia: 112
North America
United States: 13,352

various Indonesia: 249

Malaysia: 220
Spain: 107
Poland: 72
Canada: 2,359
Mexico: 531

countries India: 157[120]

Hong Kong: 147
Ireland: 67
Switzerland: 63
The Bahamas: 12
Costa Rica: 12
United Arab Emirates: Netherlands: 59 El Salvador: 11
138 Romania: 48 Trinidad and Tobago: 9
Africa Singapore: 125 Greece: 31 Guatemala: 7
Egypt: 32 Saudi Arabia: 92 Czech Republic: 26 Jamaica: 7
South Africa: 11 Kuwait: 89 Denmark: 21 Panama: 5
Morocco: 9 Vietnam: 62 Austria: 20 Aruba: 3
Tunisia: 1 Lebanon: 40 Belgium: 19 Curaçao: 3
Cambodia: 20 Norway: 17 Cayman Islands: 1
Africa Bahrain: 19 Sweden: 17 Oceania
Egypt: 32 Qatar: 18 Hungary: 16 Australia: 35
South Africa: 11 Kazakhstan: 16 Bulgaria: 14 New Zealand: 22
Morocco: 9 Jordan: 14 Portugal: 11 South America
Tunisia: 1[119] Cyprus: 11 Finland: 9 Brazil: 104
Asia Oman: 11 Italy: 8 Argentina: 100
China: 3,600 Azerbaijan: 4 Slovakia: 7 Chile: 91
Japan: 1,415 Brunei: 4 Luxembourg: 3 Peru: 81
South Korea: 1,080 Serbia: 2 Colombia: 24
Taiwan: 430 Europe Andorra: 1 Bolivia: 4
Turkey: 408 United Kingdom: 884 Malta: 1 Uruguay: 1
Germany: 161 Monaco: 1
Who Are Starbucks’ Main Competitors?
 With a Starbucks on every corner, the company is often considered the go-
to coffee place to work and socialize, a concept that corresponds to the
company's marketing approach.
 This is their official missions statement:
“To inspire and nurture the human spirit–one person, one cup and one
neighborhood at a time.”