Starbucks Brand Introduction Of Starbucks - 1924 Words

Brand Introduction Starbucks was established in 1971 via partners, Jerry Baldwin, Zev Siegl and Gordon Bowker, that were inspired to sell premium coffee product offerings (Starbucks, n.d.). The early years of Starbucks is much different from today considering the firm began as a coffee machine and coffee bean distributor. Roughy a decade later the three partners sold Starbucks to Howard Schultz, which forever changed the direction of the company (Starbucks, n.d.). Shortly after Schultz gained ownership of Starbucks, the firm began to sell premium brewed coffee that the world knows and loves today. After the initial launch of brewed coffee, Starbucks did not expand its product offering for many years. As the company grew in popularity the†¦show more content†¦The firm’s marketing efforts has helped the brand to become regarded as a premium supplier of coffees and a brand that consistently delivers a memorable experience (Starbucks, n.d.). Over the years, Starbucks has become synonymous with corporate social responsibility. The firm s sustainability efforts have focused on the following three facets: community, ethical sourcing and the environment. Starbucks has always taken a collaborative approach with regard to environmental sustainability because the corporation believes it is easier to obtain goals when working with others. The corporation works with non-profit organizations, policy makers, competitors and others in an attempt to advance initiatives that Starbucks and its allies believes are having a significant impact on the entire foodservice industry (Starbucks Global Responsibility Report, 2013). It is apparent that Starbucks is more than a coffee brand. They are a company that brings together consumers from various communities to enjoy coffee. Moreover, Starbucks aims to create a memorable experience for each customer that visits the store. Lastly, the firm is a role model for corporate social responsibility for firms within and outside of the coffee industry. Brand Audit Starbucks’ named was inspired via the â€Å"first mate in Herman Melville’s Moby Dick† (Starbucks Company Profile, 2015). The firm’s logo was inspired via the sea and thus, it features aShow MoreRelatedStarbucks Chap 7 Malhotra1121 Words   |  5 Pages Inc. Publishing as Prentice Hall. STARBUCKS: Staying Local While Going Global Through Marketing Research Named after the first mate in the novel Moby-Dick, Starbucks is the largest coffeehouse company in the world. As of 2010, there were more than 16,700 stores in over 50 countries including more than 8,850 company-operated stores and more than 7,850 licensed stores. The company’s objective is to establish Starbucks as the most recognized and respected brand in the world. It expects to achieveRead MoreEssay about Case Brief- Starbucks: Delivering Customer Service623 Words   |  3 PagesCase Brief- Starbucks: Delivering Customer Service Introduction Starbucks is a successful premium coffee retailer. Its target market sets as well-educated, white- color patrons between the ages of 25 and 44. There are three components of the brand, live coffee, service, and atmosphere. However, its brand image is losing while they focus on retail expansion. SWOT analysis [pic] Define the problem Starbucks loses its original image for target and customer satisfaction. Identify the alternativesRead MoreStarbucks974 Words   |  4 PagesWho are the target markets for starbucks? How do they differ from those of other coffee shops? Starbucks primarily targets coffee drinkers. These segments comprise of adults, young adults and Kids and Teens. Starbucks offers its customers a total brand experience which stretches beyond the consumption of the bevergae. 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