Starbucks coffee: a business

Starbucks (starbucks), in 1971 was born in the United States in Seattle, started by selling coffee beans. In 1996, starbucks is to global expansion in China, Korea, Malaysia, Singapore, New Zealand, Australia, the Philippines, Thailand, Indonesia and Japan, 32 market open chain coffee shops. A small cafe into the ranks of the international brand CEO Howard? Schultz said: "the rise of starbucks not by marketing techniques, star of the business is bak man career."

Seattle mermaid

In April, 1971, in the United States the Seattle parker (PikePlace) market, three university students, English teacher wu plug? West Jill, history teacher jerry? Baldwin and writer Gordon? BaoKe each investment of us $1350, plus $5000 to the bank for total up nearly $10000 established a little coffee shop called starbucks, specialized in selling coffee, tea and spices. Three friends are the best coffee and tea lovers of. At that time, the San Francisco bay has already formed the advocate the best coffee customer group, three founders hope in Seattle also discovered similar consumer groups.

For the coffee shop in naming issue, three friends decided to the nineteenth century the literary outstanding master Herman? Melville's classic "moby dick" hero named after STARBUCK coffee shop. This is a very calm things, the highly charismatic personality chief officer. His hobby is drink coffee, he never to pursue the best coffee beans. Three people hope STARBUCK this name can call up people for Marine and coffee trade romantic primitive memories. The small cafe was the main customers are those who love literature, pay attention to enjoy, leisure, advocating knowledge, for the small endowment emotional appeal of the rich person standard urban white-collar workers. As for the shop logo, then please a stylist friend terry? Hector his help. Young designers from which the century of woodcarving Poseidon like get inspiration, design of a seemingly mermaid Siren double tail sea image, two brown mermaid around STARBUCK.

Starbucks before opening of a few months, three founder specially run to Berkeley (Berkeley) to baking finish master's (AlfredPeet) was apprenticed. Picasso's is a Dutch immigration, the coffee have a very high attainments. In the 1950 s, Picasso to start importing coffee, to the United States of America. In 1966, bishop, in the California Berkeley opened a store, called "Picasso's coffee and tea", and has a group of loyal customers. Three founder very worship of Picasso's skill, and his unique depth baked coffee, many times ran to the finish, learn about the skills of coffee shop. They in finish the store's side help, and studying. Bishop of the high-quality coffee, will not compromised concept instilled three young people, and to keep the they emphasize the importance of full coffee knowledge. It is the teaching of the bishop's determined after starbucks coffee adhere to the pursuit of the basic idea of the quality.

Parker market all the furniture store starbucks is made by hand. A wall shows 30 kinds of coffee beans, the other side of the wood frame on the wall is on display for all kinds of coffee equipment. At that time, starbucks only sell coffee machine and the depth of the coffee bean baking, let people buy their home cooked grinding, the store does not sell YiBeiBei cooked coffee. Of course, the store can sometimes site brewed some coffee, try to customers for their drink, to identify purchase quality coffee beans. The customer when trying to drink, also can be in the store to hear about coffee lectures.

Jerry? Baldwin and Gordon? BaoKe in learning, the bishop of baking method after created a unique set of baking methods and adjustment of a kind of special coffee taste, plus coffee shop and the customer share the practice of coffee knowledge for customer affection, the small cafe in local have small machinery. The Seattle times over, and therefore specially issued a ZhuanGao. Starbucks's fame more and more ring, coffee shop quickly obtain success, sales more than first expected.

In 1972, three friends and the university of Washington campus in nearby starbucks store opened the second home. In 1980, the company in the Seattle area has opened four starbucks store, and profit every year. Although the economic state downs, influence to the coffee shop business. But starbucks have developed a new taste of products, and the market for these the palate is rich, taste is the coffee powder, meticulous of echo is very good, the starbucks' business.

Schultz become attached to starbucks

Howard schultz, is a Swedish production kitchen equipment company (Hammarplast) of the vice President and the branch manager. In 1981, schultz note to Seattle starbucks, often a large order a type of hand grinding coffee equipment. This causes schultz curiosity, he would like to know what the reason is, what kind of enterprise order so much hand grinding coffee equipment. He decided to visit the customers. Then, he immediately sat the plane ran to Seattle, want to see the enterprise.

A sunny spring, at the time the retail sales responsible for starbucks manager Linda? Case, labor, accompanied by the schulz came to the United States the western shore of Seattle. He came to starbucks store at the farmers' market parker store. When he pushed the door moment, a strong coffee fragrance elegant and out, stand behind the counter stand cans from Sumatra, Ethiopia, costa rica, the rest of the world's coffee beans, another wall is on display all kinds of the coffee machine. An antique coffee hall in present before schultz.

Baldwin, BaoKe through and the conversation and know the history of schultz to starbucks for more than ten years, but now only four stores. Schultz is surprised, why this several people so enthralled by the cause, but no one wants to put the enterprise bigger and stronger? This has a thick artist temperament several people aged starbucks, only one reason: love coffee. They expect education consumers about the depth of the merits of coffee roasting enthusiasm deeply moved schultz.

On the way back to New York, schultz has been thinking about starbucks things. Schultz later recalled the experience: "at that time is like what magic, I in a commercial society have never seen of a kind of passion and sincere touched me." When the plane landed at Kennedy airport, schultz has decided to participate in the work of starbucks.

Schultz immediately make a phone call to ask Baldwin, "do you think I have the possibility of cooperation and starbucks?" . Schultz suggest Baldwin in places outside Seattle starbucks stores open, so that more americans can contact to starbucks coffee, and not just thousands of Seattle coffee lovers. Schultz also has offered to responsible for this expansion plans. Schultz says, he can have only four stores starbucks rapidly growing up, beyond the northwest region and may even become the big company of sex, or even hundreds of shops. Starbucks's name will become synonymous with high quality coffee-the famous brand will become a world-class level of assurance. When ideas put forward this expansion, schultz thought of starbucks job should be to beat. However, the starbucks' three founder didn't agree with his demands, they worry that the idea of schultz may put the starbucks to a new direction of management. Plus schultz to coffee was practically unknown before, can't adjust starbucks coffee culture. And, for hire a stranger to join in, especially an already has a high status in New York to join the characters of the risk is bigger also. Some also worry that, if you can accept the starbucks schultz values.

Baldwin call schultz says, they decided to refuse to join him, because they think that expansion is too risky. Schultz very depressed. But, he didn't give up. The next day, he call Baldwin, and made a passionate, but YanZhiYouJu speech, to explain why refused to expansion is wrong decision. At the same time puts forward, he can not get work for starbucks pay package, but the salary conversion for starbucks' stock. Schultz's efforts were not in vain, Baldwin agreed to rethink it. Soon, Baldwin told schultz, they agreed to hire him as a starbucks marketing and overseas retail department manager, responsible for the market development to starbucks.