The Starbucks Coffee Company was founded in 1971 by three friends who were amateur connoisseurs of quality coffees. They opened their first store in the U.S. in the city of Seattle. The shop then sold retail coffee grounds, prepared according to customer's demand. During the first year the company chose to provide non-roasted beans from a third party company, but the following year, the three partners decided to buy their grain directly from producers and roast their beans themselves.
In 1981, Howard Schultz joined the company. His arrival marked a turning point because it proposed to market coffee beverages both as powders as well as in a coffee bar. Thus in 1984, Howard Schultz, convinced his partners, and they decided to give him a chance with this new concept. In 1985 it launched its first coffee under the name "Il Giornale". This Cafe-bar was thus the first institution to offer coffee and espresso products manufactured from Starbucks coffee beans.
In 1986, despite the success of these cafes, the original founders refused to give Howard Schultz the permission to open a second coffee-bar. Thus, Howard Schultz decided to create his own company, "Il Giornale" after buying the assets of the company Starbucks. He then operated cafes under the concept that we know today. Its success was unmatched, and is reflected in the increasing cafes and new brands coming up in the country.
This new concept of warm coffee available in a sophisticated environment where quality is the key word, met with national success. Starbucks introduced its IPO in 1992. The early 90s was a period of so much promise for the company that it grew extremely rapidly. Its turnover increased from 20 to 30% in 2 years and its turnover rose to over 4 billion dollars per year.
In 1996, the company began its conquest of the world, starting with Asia. "In late 2006, Starbucks had more than 12,000 stores worldwide and it announced a consolidated net income of $ 7.8 billion for the fiscal year, which was an increase of 22% from the previous period" (source Wikipedia).
Over time the company has established itself as the leader in the coffee market. Building on the concept that it has created, its success is now being felt on an international basis, on every continent.
However, besides being a precursor of a new concept, the company has chosen to be an equally owned roaster and a brand of coffee sold the most in the world thanks to the four factories it owns.
Most corporate logos have a history of their own.
Their function is to convey the image of the company according to the values it portrays. The logo chosen by Starbucks has evolved over time. As a symbol, Starbucks chose a siren. This choice was not accidental. Since the 15th century, the world knows the mermaid as the "temptation" of seamen, leading then by Naiad which they cannot resist.
Starbucks has this associated itself with the image of a siren, signifying its products are perfectly irresistible. Howard Schultz, one of the founders tried to convince the original owners of Starbucks to focus on their offers of espresso coffees. When he was unable to convince them, he decided to embark alone on the adventure, and created his own coffee. Thus Giornarle was born in 1986.
Tags: Starbucks Coffee Company, Seattle, Howard Schultz, Giornarle, Naiad
[...] According to the 2007 annual report of the company, one realizes that the main medium of distribution is the independent coffee sold in the Starbucks coffee outlet. Mass distribution: In 1994 the company created a new coffee in partnership with PepsiCo, intended for mass distribution. Subsequently, Starbucks would partner with Nestlé to develop its sales in supermarkets. The products offered by this distribution network are consistent with the image quality that the company wants to highlight. The packaging is neat and in compliance with the codes of Starbucks, and the quality produced is good. [...]
[...] The BCG Matrix The case of Starbucks coffee is at the heart of the teaching profession. The company offers products and services that are centered on the core business: selling coffee beans, and hot or cold coffees to eat sin or take- out or even accessories related to the preparation and consumption of coffee and sweet or savory pastries. Starbucks will not assume its product range only very broadly, by the extent of its range but also very deep. In fact, every product line is itself broken down into sub references. [...]
[...] Other Starbucks products: CDs and Accessories In the cafes of the brand or via mail, it is possible to request a compilation of music played in the coffee shop. In addition, each store has an area of merchandising in all countries, providing equipment and accessories to extend the Starbucks Experience at Home (espresso machines, cups, mugs, grinders, coffee plungers etc.). Some examples of products merchandising space : Promotion and Communication COMMUNICATION MEDIA: The first medium of communication used by Starbucks is the precincts of these stores. [...]
[...] The logo of Giornarle coffee In 1987, Starbucks was bought out by Howard Schultz. This purchase enabled him to change its logo. He decided to keep the image of the siren now known by the public, while it with a style inspired by Giornarle. He inserted the stars, and simplified the style of writing and the image. The logo of Starbucks after its takeover Subsequently, the logo was modernized to make it more attractive. The navel of the siren disappeared, and the two tails were made less visible The Starbucks Logo today Triad Abell The company is a pioneer in the coffee market, since it offers a new way to drink coffee in every corner of the world. [...]
[...] To remind customers of the exceptional quality of coffee used, Starbucks is trying, through another of its television campaigns, to convey this message. In this commercial we can see black and white images of various Starbucks locations. This sequence of images is then followed by colorful coffee beans, which refer to the authenticity of the company. Only three words are highlighted to illustrate the promise of quality: Legendary, Experience and Taste. That is what the consumer selects and hears. The images are simple; to remind consumers that Starbucks does not need fireworks to be the best. [...]
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