Learning Team A
ECO365 Principles of Microeconomics
University of Phoenix
February 6, 2012.
Prof. Carlos Mendez
Named after the first mate in Herman Melville’s Moby Dick, in 1971 the first Starbucks opens in Seattle. At the beginning we just wanted to be a small store, a retailer of whole and ground bean coffee, tea and spices. With a mission, to inspire and nurture the human spirit-one person one cup and one neighborhood at a time.
The integration of Howard Schultz in 1982, as director of retail operations and marketing brought new ideas and products. In 1983 Howard travelled to Italy and was impressed with the espresso bar in Milan. He then convinced the founders of Starbucks to try the coffeehouse approach and the first Starbucks® Caffé Latte was served. By the 1990 a total of 84 stores were opened in the United States. In 1998 the Starbucks brand coffee could be found in supermarkets or in one of the 2,498 stores. Not only was the company growing but the ideas and new products had an impact worldwide. In 2001 with 4,709 stores opened an ethical coffee sourcing guidelines where implemented and on 2006 with 15, 011 stores the first paper beverage cup with post-consumer recycled fiber was launched. In current time a total of 17, 651 stores are opened worldwide and we are introducing Starbucks® Blonde Roast.
According to Starbucks research, they saw there were many coffee drinkers that preferred their coffee roast lighter. The blonde roast was an attempt to attract milder coffee drinkers. This selection of roast gives Starbucks a bigger selection and also to compete against companies like Dunkin’ Donuts and McDonald’s that offer...