“Back then, the company was a single store in Seattle’s historic Pike Place Market. From just a narrow storefront, Starbucks offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders.
In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) had first walked into a Starbucks store. From his first cup of Sumatra, Howard was drawn into Starbucks and joined a year later.
A year later, in 1983, Howard traveled to Italy and became captivated with Italian coffee bars and the romance of the coffee experience. He had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community. A third place between work and home. He left Starbucks for a short period of time to start his own Il Giornale coffeehouses and returned in August 1987 to purchase Starbucks with the help of local investors.” (Starbucks, 2012, para2)
|Strength |Weakness |
|Starbucks owns the most recognizable brand in the specialty coffee business |Starbucks products are more expensive than others competitor |
|Starbucks offered some of the world’s finest fresh-roasted whole bean |the company´s products have high calories and fat content. |
|coffees. | |
|More rewards point will be given if you are the member of starbucks. | ...