BUSI 2301 Lecture Notes - Lecture 4: Coffee Culture, Seeking Alpha, Starbucks
12 Dec 2017
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Document Summary
Starbucks was established in 1971 with the mission to provide high quality whole beans coffee. Starbucks first opened their doors in seattle, washington. Howard schultz, the current ceo, joined the team at the time as the head of marketing in 1982. He was recognized as the revolutionary that changed the coffee industry by defying the set standards. Then in the 90"s, they started to introduce different products as well as milder coffee-tasting lines. Starbucks has catered towards the 18 to 24 target market because they are just entering the workplace and are not yet loyal to a coffee industry. By 1996, they began global expansion and opened their first international coffee shop in japan. Furthermore, they began their venture in other global markets such as united kingdom, china, and so forth. Starbucks is one of the leading competitors in the coffee industry and their current position depends profoundly around their globe expansion policy.
