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Starbucks

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Gabriella G.M. Peck

on 3 October 2014

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Transcript of Starbucks

The Globalization
of Starbucks

Seattle, Washington
How Did It Start?
Jerry Baldwin Zev Siegl Gordon Bowker
It All Stared with a Passion for fresh coffee
Starbucks began in 1971 when three academics—English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker—opened a store called Starbucks Coffee, Tea, and Spice in the touristy Pikes Place Market in Seattle. The three partners shared a love of fine coffees and exotic teas and believed they could build a clientele in Seattle much like that which had already emerged in the San Francisco Bay area. Each invested $1,350 and borrowed another $5,000 from a bank to open the Pikes Place store. Baldwin, Siegel, and Bowker chose the name Starbucks in honor of Starbuck, the coffee-loving first mate in Herman Melville's Moby Dick(so company legend has it), and because they thought the name evoked the romance of the high seas and the seafaring tradition of the early coffee traders. The new company's logo, designed by an artist friend, was a two-tailed mermaid encircled by the store's name.


Where Did The Logo Come From?
In a search for a way to capture the seafaring history of coffee and Seattle’s strong seaport roots, there was a lot of poring over old marine books going on. Suddenly, there she was: a 16th century Norse woodcut of a twin-tailed mermaid, or Siren. There was something about her – a seductive mystery mixed with a nautical theme that was exactly what the founders were looking for. A logo was designed around her, and our long relationship with the Siren began. Over the last 40 years they’ve made some changes to that identity. But they’re keeping themselves relevant to the original meaning as they evolve without ever losing sight of their heritage. But the Siren has always been there. She is at the heart of Starbucks.
1971
1987
1992
2011
Start off with this logo while selling coffee beans in Seattle's Pike Place Market.
Around the time the started using this logo, they added hand crafted espresso beverages to the menu.
When this logo stared being used, Starbucks became a publicly traded company.
How Did Starbucks Start To Globalize?
Today it is a global roaster and retailer of coffee with some 17,000 stores, 40% of which are in 50 countries outside the United States. Starbucks set out on its current course in the 1980s when the company’s director of marketing, Howard Schultz, came back from a trip to Italy enchanted with the Italian coffeehouse experience. Schultz, who later became CEO, persuaded the company’s owners to experiment with the coffeehouse format – and the Starbucks experience was born. The strategy was to sell the company’s own premium-roasted coffee and freshly brewed espresso-style coffee beverages, along with a variety of pastries, coffee accessories, teas, and other products, in a tastefully designed coffeehouse setting. From the outset, the company focused on selling a “third place” experience, rather than just the coffee. The formula led to spectacular success in the US , where Starbucks went from obscurity to one of the best-known brands in the country with over 137,000 employees and $10.7 billion in annual revenues.
New York, New York
The busiest Starbucks in America? It's in Times Square, where Starbucks debuted its flashy, remodeled New York flagship in 2011. It has a snazzy billboard and big tourist crowds, bringing in $6 million in annual sales.
Inside, this Starbucks is average sized — maybe a little big by Midtown standards — and has a heavy crowd flow. Obviously, it houses as lot of tourists, but it also has a decently sized seating area and a few random bar stool to maintain the crowd. But its most distinctive characteristic is its elaborate decor. Even the Starbucks logo outside is louder than most.
Dubai, United Arab Emirates
Prettiest Starbucks setting: Inside the Ibn Battuta Mall, in Dubai.
Starbucks is the largest coffeehouse
company in the world, with 20,891 stores in 62
countries, including 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, 377 in Mexico, 291 in Taiwan, 206
in the Philippines, 179 in Turkey, 171 in Thailand, and 167 in Germany.

Tokyo, Japan
Address: 1912 Pike St, Corner with 1st Avenue.
Address: 1500 Broadway (between 44Th St & 43rd St)

Address: Sheikh Zayed Road - Interchanges 5/6
Address:
The first Starbucks location outside North America opened in Tokyo, Japan, in 1996.
If allergic to milk, your biggest fear may be accidentally ingesting milk. In Tokyo they have decided to help many people out. Whenever you order a drink with soy milk in it, they hand you this card. When you pick up your order, you exchange cards with the worker, who then double-checks the cup to make sure it is, in fact, soy milk, and has been correctly labeled with its own soy sticker.

The new store’s remarkable location overlooks the mall’s fountain, one of Dubai’s most recognised landmarks, allowing customers to relax and enjoy a Starbucks treat while taking in this unique experience. Drawing inspiration from this famous landmark, all aspects of the store, including architectural treatment, colour scheme and overall dynamic appearance, incorporate the magnificence of the fountain. The store offers high quality coffee, delicious food including pastries baked in house, all in an inviting and relaxing environment that meets the needs of UAE customers. With a patio that directly overlooks the stunning fountains and a lush indoor veranda, customers will be able to enjoy the breathtaking views all year round.
The interior of the store features an open design concept with high ceilings, decorative lighting, and a selection of furniture that gives patrons the choice of cafe or banquet style seating. Comfort is a key component, making sure furniture and fixtures add to the ambience of the family friendly setting.


Starbucks buys coffee
from three main growing regions:
-Africa/Arabia
-Latin America
-Asia Pacific

From those three regions, they buy from:
-Brazil -Columbia
-Costa Rica -Guatemala
-Mexico -Saudi Arabia
-Ethiopia -Kenya
-Tanzania -Indonesia
and a very small amount from Hawaii.

Total Population: 316,438,601 (as of July 2013)
Life Expectancy: 78.64 years (as of 2011) male- 76.19 female- 81.17 years (as of 2013)
Literacy Rate: total population- 99% male- 99% female- 99%
Economic System: Mixed Economy
Government System: Federal Republic

How Globalization Affects Me

Products are now available at lower prices because they are being imported from other countries.
Can offer more jobs to all ages depending on what type of companies are coming over to North America.
There is a spread of technical know-how.
There is a spread of culture.
There is a spread of education.
There are llegal and ethical effects.
Plenty of foreign trade.
plenty of investment and capital flows.
There is increased competition.
Meeting new people.

Squaw Valley, California
February 10, 2012 – Squaw Valley is officially opened the world’s first ski-in/ski-out Starbucks location. On the mountain at elevation 8,000 feet, Squaw Valley’s mountaintop Starbucks boasts spectacular mountain views and the unique ability for guests to keep their skis or board on while they order their Starbucks beverage of choice.
Amsterdam, The Netherlands
More than 35 artists and craftsmen have kitted the subterranean space with quirky local design touches and sustainable materials. Local design details include antique Delft tiles, walls clad in bicycle inner tubes, wooden gingerbread biscuit moulds and coffee bag burlap, and a ‘tattooed’ ‘Delftware’ mural highlighting the important role 17th century Dutch traders played in exporting coffee around the world.
And while all the design and constructions adheres to strict Leed® sustainable building guidelines to reduce the impact on the environment, the designers have gone out of their way to integrate re purposed design. In addition to reclaiming the vault’s exposed concrete and 1920s marble floor, the entire shop is kitted out in re purposed Dutch oak – the benches, the tables and the undulating ceiling relief made from 1,876 pieces of individually-cut blocks. Also a radical departure from Starbucks house style are the various types of chairs and stools, reclaimed from local schools and spruced up.
By: Gabriella G.M. Peck
Country of Origin: United States
Timeline
of
Events

Starbucks opened first store in Seattle’s 
Pike Place Market. 
1971
1982
Howard Schultz joins Starbucks as director of retail operations and 
marketing. Starbucks begins  providing coffee to fine restaurants and espresso bars. 
1991
Becomes the first privately owned U.S. 
company to offer a stock option 
program that includes part‐ time employees.  

*Total stores: 116
1994
Opens first drive‐thru location.   

*Total stores: 425 
1995
Begins serving Frappuccino® blended 
beverages and introduces Starbucks® super‐premium ice cream.

*Total stores: 677 
1998
Launches Starbucks.com and opens stores in: England, Malaysia, New Zealand, Taiwan and Thailand.  

*Total stores: 1,88
2002
Opens stores in: Germany, Greece, Indonesia, Mexico, Oman, Puerto Rico and Spain.

*Total stores: 5,886 
2004
Opens first Farmer Support 
Center in San Jose, Costa Rica.

*Total stores: 8,569 
2006
Launches the industry’s first 
paper beverage cup containing post‐consumer recycled fiber.

*Total stores: 12,440 
2010
Expands digital offerings for customers
with free unlimited WiFi, Starbucks 
Digital Network.

*Total stores: 16,858
Full transcript