Coffee And Starbucks Essay Example

Starbucks as an homage to Starbuck - the coffee-loving first mate from Herman Melville's Moby Dick - symbolizing both the allure of the open seas and the rich history of early coffee traders. The company's logo features a two-tailed mermaid designed by an artist friend along with its name.

Starbucks, established in 1971 as a local coffee bean roaster and retailer in Seattle, has had rapid expansion. In the 1990s and early 2000s, the company consistently opened a new store every workday. By the mid-1990s, Starbucks expanded beyond the United States and Canada by opening its first international store. Currently, approximately one third of Starbucks' stores are located overseas.

In 2009, Starbucks planned to open 900 new stores outside of the United States. However, starting from 2008 onward, they also announced the closure of 300 stores within their home country. It is worth noting that Howard Schultz held positions as vice president and general manager at U.S.-based Starbucks in 1981.

S. operations for Hammarplast—a Swedish maker of stylish kitchen equipment and house wares—noticed that Starbucks was ordering more of a certain type of drip coffeemaker than Macy's. By the early 1980s, Starbucks had four stores in Seattle and had been profitable every year since opening. However, the cofounders' roles changed as Zev Siegel left the company due to burnout and pursued other interests.

Jerry Baldwin took over day-to-day management of Starbucks during his 11-year tenure until 1998, while Gordon Bowker remained involved as an owner. However, Bowker focused primarily on his advertising and design firm, a weekly newspaper he founded, and the Redhook Ale Brewery microbrewery he was launching. Under the leadership of CEO Howard Schultz, Starbucks experienced extraordinary

growth and became a remarkable retail success story. The company offered exceptional coffee drinks, sold dark-roasted coffee beans, and provided brewing equipment for customers to enjoy high-quality coffee at home. The Starbucks brand gained an esteemed reputation as one of America's most recognized and powerful names in the industry. It firmly established itself as the leading retailer, roaster, and specialty coffee brand in North America with over 1,500 stores combined in North America and the Pacific Rim region. Starbucks rapidly expanded its presence by opening more than one new store per day. In fiscal year 1997 alone, Starbucks achieved record sales of $967 million along with all-time high profits reaching $57 million.

4 million. The company's closest competitor had fewer than 300 retail locations. And since going public in 1992, Starbucks has seen its stock price increase nearly nine fold. HISTORY OF STARBUCKS Starbucks has always been a place where all can find the world’s best coffees. But in 1971, all would have had to travel all the way to the only store in Seattle’s historic Pike Place Market.

In the 1970s, the first Starbucks coffee shop is established, taking its name from Herman Melville's Moby Dick—a renowned book depicting the whaling industry during the 19th century. Given the store's practice of importing exceptional coffees from around the globe to serve Seattle's chilly and parched residents, the maritime-themed name appears fitting. Howard Schultz becomes a part of Starbucks in 1982 during the 1980s.

At the age of 34, Howard Schultz assumes the role of president and CEO at Starbucks. During a trip to Italy, he is captivated by the bustling espresso bars in Milan and recognizes their

potential in Seattle. This proves to be a successful insight as Seattle quickly embraces and becomes obsessed with lattes and mochas. In the 1990s, Starbucks expands its reach beyond Seattle and begins its journey of conquering the United States and eventually the entire globe. Notably, Starbucks pioneers offering stock options to part-time employees, a move that sets them apart as they become a publicly traded company.

During the 2000s, Starbucks saw continuous success and expanded globally with over 15,000 locations in more than 40 countries. In addition to our exceptional coffees and espresso drinks, customers can now enjoy Tazo® tea and Frappuccino® blended beverages. Initially, Starbucks had only nine stores; however, Schultz's business plan aimed to have a total of 125 stores within five years. This plan involved opening 15 stores in the first year, increasing to 20 in the second year, further growth to 25 in the third year, reaching 30 in the fourth year, and ultimately achieving a total of 35 new stores by the fifth year.

Despite projected revenues of $60 million in 1992, the company faced challenges due to a lack of experienced leaders. Schultz, who had previously served as president at a small company for two years, had little experience in managing significant expansion and was still learning the responsibilities of being a CEO. Similarly, Olsen, who had managed one cafe for 11 years, was still adapting to overseeing multiple stores. Lawrence, the company's controller, brought previous experience as a controller in different organizations. Most other Starbucks employees had primarily worked in managing or being part of a six-store organization.

When Starbucks' primary roaster and coffee buyer stepped down, Schultz appointed Dave Olsen

to oversee coffee procurement and roasting. Meanwhile, Lawrence Maltz, a seasoned business expert with two decades of experience and eight years as president of a successful public beverage company, was recruited as executive vice president. Maltz assumed responsibility for operations, finance, and human resources. By December 1987, Starbucks employees started embracing Schultz's changes, resulting in the development of trust between management and staff. Additionally, new Starbucks locations were about to launch in Vancouver and Chicago. Notably, one employee named Daryl Moore, who had previously opposed unionization in 1985, began questioning his colleagues regarding the necessity of a union. Over ensuing weeks, Moore initiated efforts to remove the union's certification.

By collecting signatures from employees who wished to terminate their union representation, he successfully obtained support for decertification. He then brought a letter to Starbucks stores and submitted it to the National Labor Relations Board after gathering enough signatures from store employees. As a result of his efforts, the union representing store employees was decertified. Furthermore, in 1992, the union that represented Starbucks' roasting plant and warehouse employees also underwent decertification.