.
Starbucks
MKT 111b
Marjorie Kaufman
Over the last few decades Starbucks has reshaped how we shop for and enjoy coffee. What began as a small shop in Seattle, Washington; has become one of the world’s largest producers of coffee and coffee related products.
Starbucks was started by three friends; Gordon Bowker, Jerry Baldwin and Zev Siegl; in Seattle, Washington. Good coffee seemed hard to come by and Bowker was traveling to Canada to buy coffee beans he felt made a good cup. The three decided they would start their own company using the coffee beans they preferred, dark roasted arabica. The name Starbucks came from the name of the first mate in the book Moby Dick, Starbuck. ...view middle of the document...
Most of the coffee we buy is made from the robusta bean. This is because these beans are hardier and therefore less expensive.
One of the leading trends in the coffee industry is single cup coffee packs. The leading single cup brewing machine is the Keurig. Starbucks has risen to this challenge and made many of their coffee varieties available in single cup pods. This company seems ready and able to meet any challenge that comes their way. They are constantly expanding their product and in turn their base.
What began as a small shop selling high quality coffee grounds has grown into something much larger. Starbucks now sells, not only coffee and tea, but breakfast, lunch, coffee and tea paraphernalia, smoothies and now homemade sodas. Anywhere you go you can find a Starbucks. They can be found in malls, airports, truck stops, and every major city. The need for good quality coffee has been met with Starbucks. Whether you are a coffee aficionado or just enjoy a good cup of joe Starbucks is the place you stop. With a drive thru window, it is easier than ever to get your caffeine fix. Smartphones also have an app that can be downloaded and used to order and pay, so you no longer have to wait in line. Starbucks is also preparing to launch their new happy hour where they will be serving wine and beer.
Starbucks’ mission statement says it all, “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.” (Starbucks, nd) A company’s mission statement is what gives the employees a sense of purpose. The mission statement tells the employees what it is they are trying to do. When you go to Starbucks, if all they did was serve you a cup of coffee,...
