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Overview of the Organization Starbucks

In: Business and Management

Submitted By Tamielis841
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Overview of the organization & Description of services:
Starbucks New Designer Jeans Strategy and Positioning
Starbucks Coffee Company is a global coffee company, and coffeehouse chain headquartered in Washington, the United States and the company has generated consolidated revenues of $14.9 billion during 2013 with more than 200,000 partners, referred to as employees (Starbucks Annual Report, 2013).
Their story began in 1971. Back then they were a roaster and retailer of whole bean and ground coffee, tea and spices with a single store in Seattle’s Pike Place Market. (Starbucks, 2014). Nowadays, they have over 19,000 retail stores in over 60 countries around the world.
Starbuck’s mission is to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time (Starbucks, 2014).
This group made an impact on the way people looks at coffee and also feels about it. Bringing a numerous high standard quality of service and products. Starbucks makes sure they must serve the best coffee possible. However, now they are interested in using this same impact they have had in people, to bring something different.
After evaluating our earnings and determine that our income is great, but would like to raise it even more, came up the idea of creating a new and innovating designer line of jeans. In the beginning, we thought this might not work; however, we see how people use shirts from different companies, and why not creating designer jeans? We thought “Starbutts” could be a great name for it.
It is hard to enter to the clothing industry since it is not our specialty. However, we need to find a way to help target a younger audience from pre-teens to pre-adults. It is not new that older people love coffee, but we need to catch the adolescents’ attention. Why not doing it through fashionable jeans and clothe? T-shirts is nothing innovating,...

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