Starbucks Coffee Company was created in 1971 in PikePlace Market in Seattle named Starbucks Coffee, Tea & Spices – Starbuckscoffee, tea and spices by Zev Siegl, Jerry Baldwin and Gordon Bowker .The CEO is Howard Schultz. On 1983 in a travel to ItalyHoward was very impressed with the Italian coffee bars where they provided aplace for conversation and there was a creation of a relationship between thecustomers and the coffee and so he wanted to bring this tradition to the UShowever the owners didn´t welcome his ideas so he created his own company whichwas a big success and in 1987 he bought Starbucks and became the company CEOand started expanding it, first in the US and then through the world.Their goal is to sell the best quality coffee,therefore they explore different coffee farms in Latin America, Africa and Asiain order to find the best-quality coffee seeds.
Until 30 March 2014, Starbuckshad 20,519 stores worldwide (Starbucks Company Profile, 2014) serving millionsof customers in over 70 countries which proves the adaptability of the companyand its success. Starbucks name is inspired by Moby Dick,evoking the romance of the high seas and the seafaring tradition of the earlycoffee traders. It is named after Starbuck, the first mate in Moby Dick. Thefounders originally intended on naming the coffeehouse “Pequod”, after Ahab’s whaleship,but then they though it would not be so appealing. At the brand’s core is the Starbucks siren.The bare-breasted, two-tailed mermaid, or siren, is intended to be as seductiveas the coffee itself. It is based on an old sixteenth-century Norse woodcut.
Itstarted to be brown and then it became green because the CEO thought it wasmore attractive. They are offering more than 30 different types of roasted coffee,prepared in different ways caffeinated and caffeine-free drinks and teas Tazo®,some pastry products as well (like the cookies, muffins or some specific thingsin the case of Portugal). Starbucks offers seizure of coffee machines, variousproduct lines, and premium chocolate, a variety of coffee mugs and accessoriesand gifts to music CDs. They also make fresh food: sandwiches, salads,sandwiches, cookies, cakes, muffins, etc.
Bottled Starbucks Frappuccino®,Starbucks DoubleShot®, Starbucks® Iced Coffee, teas Tazo®, DiscoveriesTM (inJapan and Taiwan), fresh roasted coffee, liqueurs and StarbucksTMsuper premium ice creams sold outside of Starbucks outlets in supermarkets,kiosks, petrol stations, cinemas etc. Starbucks has its own brand ofentertainment content, called Hear Music, which sells books, music and movies.Many of the products are seasonal and depend on the location cafes. (StarbucksCompany Profile, 2014).
Despite thefact that they´re a worldwide company they still want to work as a smallcompany, this is a management task,without retaining this they would lose the “Starbuck experience” that they wantto provide to their customers and that differentiates them from othercompanies, they are seen as company that sells high quality coffee for highprices, a premium brand in the coffee market, their baristas are usually very nice creating a moreintimate relationship with the customer as you give your name and it is writtenon your cup, in Starbucks you are treated by your personal name, because ofthis different rewarding coffeehouse experience offer with an excellent qualityand great locations it is usual to seepeople go to their stores to chat, meet up or work, because the decoration andthe way everything is disposed makes people want to spend time there being aplace of gathering and a daily routine, to enhance this experience theydecided to offer free unlimited Wi-Fi, Starbucks Digital Network and an appthat allows users to order their products before they get to the store, savingthem time in line and giving them privileges through a reward program whichgives customers a free beverage for every 12 stars earned. In the beginning their target segment was the upper income class butthen they realized their success would depend on their ability to please masspublic. They share their specialty on coffee with the buyers through somerecipes videos they have on their YouTube channel and website. Their maintarget would be young people who like to meet and talk and also workers whodon´t have a physical place to work and like to spend time in their storessince they are so welcoming, that´s why Starbucks stores are usually near mainunderground entrances or near big offices.