Wednesday, September 4, 2013

Ch. 1 - Overview of Marketing (Brief History and Mission Statement)


Store front of original Pike Place store
The First Starbucks chain in Seattle,WA

History - 

Starbucks Corporation


The most world famous coffee shop started from tiny coffee bean wholesales store named Pequod, which sold coffee beans and roasting machines, by Jerry Baldwin, Zev Siegl, and Gordon Bowker, who met when they were university students in 1971. From 1984 to 1987, Starbucks started to sell espresso and to make foundation. Finally, Starbucks became a coffee shop like a nowadays Starbucks. 
Starbucks in a No.1 coffee house in the world, with 20,981 stores in 62 countries 

(13,279 in the United states, 1,324 in Canada, 989 in Japan, 851 in China, 806 in the United kingdom, 556 in South Korea, 337 in Mexico, 291 in Taiwan, 206 in the Philippines, 179 in Turkey, 171 in Thailand, and 167 in Germany)



Mission Statement of Starbucks


Our Coffee

It has always been, and will always be, about quality. We’re passionate about ethically sourcing the finest coffee beans, roasting them with great care, and improving the lives of people who grow them. We care deeply about all of this;

Our Partners

We’re called partners, because it’s not just a job, it’s our passion. Together, we embrace diversity to create a place where each of us can be ourselves. We always treat each other with respect and dignity. And we hold each other to that standard.

Our Customers

When we are fully engaged, we connect with, laugh with, and uplift the lives of our customers even if just for a few moments. Sure, it starts with the promise of a perfectly made beverage, but our work goes far beyond that. It’s really about human connection.

Our Stores

When our customers feel this sense of belonging, our stores become a haven, a break from the worries outside, a place where you can meet with friends. It’s about enjoyment at the speed of life-sometimes slow and savored, sometimes faster. Always full of humanity.

Our Neighborhood

Every store is part of a community, and we take our responsibility to be good neighbors seriously. We want to be invited in wherever we do business. We can be a force for positive action-bringing together our partners, customers, and the community to contribute every day. Now we see that our responsibility-and our potential for good-is even larger. The world is looking to Starbucks to set the new standard, yet again. We will lead.

Our Shareholders

We know that as we deliver in each of these areas, we enjoy the kind of success that rewards our shareholders. We are fully accountable to get each of these elements right so that Starbucks and everyone it touches can endure and thrive.

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