International Marketing Starbucks
What are the impacts of hastening speed of technology incurred on industries that are obeying classic marketing principles? The following paragraphs would attempt to provide answers to the above question by analyzing the international marketing n strategy of Starbucks Corporation
II. COMPANY BACKGROUND: STARBUCKS
Starbucks Coffee Company was founded in 1971 in Seattle?¦s Pike Place Public Market. In 1987, Howard Schultz, a former Starbucks employee, acquired the company. When he first joined Starbucks in the early 1980s as director of retail operations, Starbucks was a local, highly respected roaster and retailer of whole bean and ground coffees. ... Starbucks?¦ concept of selling fresh-roasted whole beans in a specialty store was a revolutionary idea. ... Coffee House Experience
Inspired by the Italian espresso bars, Schultz convinced executives to have Starbucks?¦ stores serve coffee by the cup instead of adopting the prevailing method at that time: packed in cans and purchased from supermarket shelves directly. He pictured a company that would become a part of its customers?¦ lives, become the ?§third place?? in their daily existence ?V a familiar and welcoming refuge from work or home where they could relax in a safe public setting and enjoy a sense of community and which was transformed into the fundamental corporate strategy of Starbucks.
After several decades?¦ operations, Starbucks perceived its product to be not coffee, but the ?§coffeehouse experience??, whether that experience is in the coffeehouse itself or replicated elsewhere. ... Eventually Starbucks?¦ corporate mission statement: ?§ Establish Starbucks as the premier purveyor of the finest coffee in the world, while maint ...