Strategic Capability And Competencies Of Starbucks

888 words - 4 pages

Starbucks Company Profile
The Starbucks Story
Our story began in 1971. Back then we were a roaster and retailer of whole bean and ground coffee, tea and spices with a single
store in Seattle’s Pike Place Market.
Today, we are privileged to welcome millions of customers through our doors every day, in more than 17,000 locations in over
50 countries.
Folklore
Starbucks is named after the first mate in Herman Melville’s Moby Dick. Our logo is also inspired by the sea – featuring a twintailed
siren from Greek mythology.
Starbucks Mission
Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Our Coffee
We’ve always believed in ...view middle of the document...

Our Partners
We offer the finest coffees in the world, grown, prepared and served by the finest people. Our employees, who we call partners,
are at the heart of the Starbucks Experience.
Our store partners are committed to coffee knowledge, product expertise and customer service.
We believe in treating our partners with respect and dignity. We are proud to offer two landmark programs for our partners:
comprehensive health coverage for eligible full‐ and part‐time partners and equity in the company through our Bean Stock
program.
Starbucks Company Profile
© 2011 STARBUCKS COFFEE COMPANY. ALL RIGHTS RESERVED.
Our Products
Coffee: More than 30 blends and single‐origin premium arabica coffees.
Handcrafted Beverages: Fresh‐brewed coffee, hot and iced espresso beverages, coffee and non‐coffee blended beverages,
Vivanno™ smoothies and Tazo® teas.
Merchandise: Coffee‐ and tea‐brewing equipment, mugs and accessories, packaged goods, music, books and gift items.
Fresh Food: Baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups.
Consumer Products: Products in 13 countries (Austria, Canada, China, Denmark, Germany, Ireland, Japan, Korea, Mexico,
Norway, Spain, UK and U.S.) in three categories:
• Coffee and Tea: Whole bean and ground (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® Ready Brew, Tazo®
tea filterbags and tea latte concentrates.
• Ready‐to‐Drink (RTD): Starbucks® bottled Frappuccino® coffee drinks, Starbucks Discoveries® chilled cup coffees,
Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy+Coffee drinks; Seattle’s Best Coffee® Iced Lattes,
Tazo® bottled iced and juiced teas.
• Starbucks® Ice Cream: Super‐premium coffee and coffee‐free flavors.
Brand Portfolio
Starbucks Coffee, Seattle’s Best Coffee, Tazo Tea, and...

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