STARBUCKS COFFEE

COMPANY HISTORY FOUNDERS OF STARBUCKS Jerry Baldwin, Zev Siegel and Gordon Bowker opened the first Starbucks coffee shop in seattle’s Pike Place market 1971 COMPANY HISTORY

COMPANY HISTORY CEO Howard Schultz 1971 1982 -Joined the starbucks marketing team -Set up an espresso bar in downtown Seattle 1971 1982 COMPANY HISTORY

COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992 -140 shops in the Northwest of America and Chicago -They succesfully competed against other small coffee shops 1971 1982 1992 COMPANY HISTORY

COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992 1995 -Opened their 676th coffee shop -increased their product range 1971 1982 1992 1995 COMPANY HISTORY

COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992 1995 1996 Opened their first shops in Japan, Singapore and Hawaii 1971 1982 1992 1995 1996 COMPANY HISTORY

COMPANY HISTORY CEO Orin Smith (2000-2005) 1971 1982 1992 1995 1996 -20 million customers in over 5.000 coffee shops arount the world -Opened 3 new stores a day in different countries 1971 1982 1992 1995 1996 2002 COMPANY HISTORY

COMPANY HISTORY CEO Jim Donald 1971 1982 1992 1995 1996 2002 2005 -Coffee shops: 9.100 -Target: 30.000 shops around the world 1971 1982 1992 1995 1996 2002 2005 COMPANY HISTORY

COMPANY HISTORY STARBUCKS Coffee shops 1971 1982 1992 1995 1996 2002 -Rapid expansion -Enhanced competition from lower price fast-food chains (Dunkin’ Donuts) 1971 1982 1992 1995 1996 2002 2005 2008 COMPANY HISTORY

-The logo has evolved over the years to prevent other cultures to be offended. -In the original version the Siren’s breasts and lower body were completely visible. -In a second version the Siren’s breasts were covered with her long hair, but her lower body was still visible. -In the current version both the breasts and the lower body are covered. -In 2011 Starbucks marked its 40th year by launching its new logo. BRAND IMAGE

-According to Howard Schultz’s book “Pour Your Heart Into It: How Starbucks Built a Company One Cup At a Time”, the name of the company is derived from Moby Dick -One of the founders was a big fan of Moby Dick and suggested the name ‘Pequod’, the ship in the book. The other founders didn’t like the name and suggested ‘Starbo’, a mining town in Mount Rainier -The original idea and ‘Starbo’ came together in the name ‘Starbuck’, the first crew member of the Pequod NAME STARBUCKS

PACKAGING STARBUCKS -The white cup has become an iconic and integral part of the coffeehouse experience -Starbucks goal is to ensure 100 % of its cups are reusable or recyclable by 2015 PACKAGING STARBUCKS

They don’t have one slogan, they use different slogans STARBUCKS

-Starbucks’ primary target market is men and woman aged 25 to 40 -They account for almost 50 % of its total business -Starbucks appeal to this consumer age group through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols. -Customers tend to be urbanites with relatively high income, professional careers and a focus on social welfare. -This target audience grows at a rate of 3% annually TARGET AUDIENCE

COMPANY PROFILE Business ethic Community focus Being green Coffee Atmosphere COMPANY PROFILE

COMPANY PROFILE Business ethic CUSTOMER INTIMACY PARTNERS -Make sure customers fully satisfied -”just say yes” to customer requests PARTNERS Business ethic -Partners’ satisfactions rate consistently range in the 80-90% -Good compensation and a comprehensive benefit package -Employees were also encouraged to speak their minds without fear of retribution from upper management COMPANY PROFILE

COMPANY PROFILE Community focus Community service Youth action Starbucks red Starbucks foundation Ethos water fund COMPANY PROFILE

COMPANY PROFILE Being green -Reduce environmental impact -Coffee shops: energy and water conservation and other green building strategies -Recycling and other forms of waste diversion COMPANY PROFILE

COMPANY PROFILE Coffee -Highest-quality coffee from Africa, Central and South America and Asia-Pacific regions. -Provide many variations of coffee -Fairtrade coffee: supporting farmers and their communities COMPANY PROFILE

COMPANY PROFILE Atmosphere -Since 1991, Starbucks had a team of architects and designers to ensure that each store would convey the right image and character -Materials and furnishings were used to keep the look consistent and expenses reasonable, no two stores ended up being exactly alike Atmosphere COMPANY PROFILE

STARBUCKS COFFEE PORTFOLIO//ASSIGNMENT 2 Romanie Dos Santos Antonio 1 BMC STARBUCKS COFFEE