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Transcript of Starbucks Case
The tables are designed with solo diners in mind.
-Headquarter in Seattle
- 160.000 employees
- 11.100 different coffees
- Luxury, status and premium pricing
- Sells a lifestyle
Starbucks was a single store in Seattle’s historic Pike Place Market
Howard Schultz tasted his first cup of coffee in Starbucks
Howard brought the Italian coffeehouse tradition back to the US
Howard purchased Starbucks
to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time
Starbucks completed initial public offering (IPO)
Starbucks Foundation was established
Starbucks became the world’s largest buyer of Fair Trade Certified TM coffee
Number of shops worldwide
A Starbucks grande coffee has 320 mg of caffeine which surprisingly contains over 4 times more caffeine than that found in a Red Bull energy drink.
The trenta, new size for iced drinks, is slightly greater than the capacity of stomach.
There is a secret size, a short, which is only 8 oz.
Starbucks uses over 93 million gallons of milk per year.
Starbucks opens two or three new stores daily
In March 2005, Ethiopia filed with the U.S. Patent and Trademark Office to trademark the names of Yirgacheffe, Harrar and Sidamo
Unknown by the government, Starbucks had applied a year earlier to trademark Shirkina Sun-Dried Sidamo.
1. Marie Bussing-Burks, (2009). Starbucks. 1st ed. Santa Barbara: ABC-CLIO.
2.Howard Schultz, (2011). Onward : how Starbucks fought for its life without losing its soul. 1st ed. Rodale.
3.Brynn Mannino. (n.d.). 9 things you didn't know about starbucks. Retrieved from http://www.womansday.com/food-recipes/9-things-you-didnt-know-about-starbucks-110283
4.Erkan. (2012). 10 most interesting facts about starbucks. The Most, Retrieved from http://www.themost10.com/interesting-facts-about-starbucks/
5.Meredith Lepore. (2011). 15 facts about starbucks that will blow your mind. Business Insider, Retrieved from http://www.businessinsider.com/15-facts-about-starbucks-that-will-blow-your-mind-2011-3?op=1
Cherise de Vries
-and it also indicates the source of the goods.
Benefits for Government
In filing for the trademark, the Ethiopian government hoped to force coffee retailers into potentially lucrative licensing agreements
Nationwide notice of its trademark ownership, possible trademark registration in foreign countries, and exclusive use of the trademarked name
Benefits For Starbucks
Until a decision had been made on Starbucks’ application, Ethiopia’s claim could not be processed.
Ethiopia requested that Starbucks drop its claim, but Starbucks was reluctant to do so, and suggested that Ethiopia apply for a different type of certification.
About Starbucks’ position and questions regarding its supposed dedication to selling ethically produced and traded coffee.
Starbucks found itself in a potential public relations nightmare, as it opposed an economic strategy devised by one of the world’s poorest countries.
To promote Ethiopia’s coffee in its stores.
It would recognize Ethiopia’s ownership of Yiracheffe, Harrar and Sidamo.
Lastly, Starbucks will open up a new agronomic center in Ethiopia, helping farmers.
In exchange, the company will not be subject to any royalties or licensing fees
• In 2009, in partnership with Tranfair USA and the FLO, it launched the Small Farmer Sustainability Initiative (SFSI). Through the initiative, Starbucks and the FLO have committed to working together to offer a greater range of small-scale farmer support and capacity-building services.
The USPTO approved Ethiopia’s trademark of Harrar.
In February 2008, it approved the Sidamo trademark.
Following approval, Ethiopia implemented a royalty-free licensing scheme, which required the licensee (coffee retailers) to sell Ethiopian specialty coffees using the registered trademarks and to promote Ethiopian ﬁne coffee
- 19th most innovative company this year
- 21st most innovative company in 2012
- New technology and achieving a significant evolution
An innovative company
Starbucks had 137,000 employees or “partners” as they call them in 2010. This is twice the population of Greenland.