Starbucks A Brand And Social Influence Into The Realm Of...

An international coffeehouse franchise named Starbucks was founded in Seattle in 1971. It is the world’s largest coffeehouse and coffee retail chain, with approximately eleven thousand stores in the United States and more than twenty thousand stores worldwide in sixty-five countries (Annual Reports). In 1981, Howard Schultz was introduced to Starbucks and had an immediate attraction to the company that drew him in for years to come. Schultz traveled to Italy in 1983, and the Italian coffee bars he frequented inspired him to develop a vision that would bring the Italian coffeehouse tradition to the United States. With the aid of local investors, Schultz purchased Starbucks in 1987. After the purchase, Starbucks opened its first location outside of Seattle.1 When Starbucks went public in 1992, the chain had grown to 165 stores across the country. Starbucks grew into 17,000 stores in 55 countries in 20 years (Annual Reports). The company has publicly stated that it intends to ex pand its brand and social influence into the realm of pop culture and to rival McDonald’s in level of global reach and economic power (Garcia, Starbucks). Starbucks expanded by entering into a business deal with Barnes and Noble. The goal was to sell Starbucks coffee in bookstores where people came to spend quality time reading books. Furthermore, they decided to expand the business concept out of the United States by launching over 200 new store locations. As soon as the concept was introducedShow MoreRelatedSituational Analysis of Starbucks13207 Words   |  53 PagesStrategic Analysis of Starbucks Leo Dela Rosa Strategic Management 4340 Dr. Uche Nwabueze 0. Executive Summary The entirety of the executive summary encompasses all of what is discussed on the Strategic Analysis of Starbucks. It is discussed and dissected into two distinct parts, the external and internal analysis. 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