STARBUCKS INTERNATIONAL COMPANY

1. Submitted by-
Angelina Naorem
12LLB008
Submitted by:
Meet Shah
156050319051

2.  Starbucks Corporation - an American global coffee
company based in Seattle, Washington.
 Largest coffee-house company in the world with 20,891
stores in 62 countries.
 President and CEO - Howard Schultz.
 Places high value on ethical behaviour and company-
wide diversity.
 Offers espresso menu items, refreshments and pastries,
merchandise, brewing accessories, gifts and books.

3.  1971- Starbucks founded by Jerry Baldwin, Zev
Siegal and Gordon Bowker as a single store in
Seattle’s Pike Place Market.
 1982- Schultz joins the Starbucks team.
 1983- While travelling in Italy, Schultz experiences
Italian Coffee bars and inspires him.
 1985- Schultz leaves Starbucks to open II Giornale,
a company serving espresso drinks using Starbucks
coffee beans.

4.  1987- Schultz purchases Starbucks from the
founders and begins to expand throughout the
US.
 1992- Starbucks Company goes public.
 1993- Opens first roasting plant in Washington.
 2011- Celebrates 40th anniversary.

5.  “To inspire and nurture the human spirit – one
person, one cup and one neighbourhood at a time.”
 This is done through their commitment to the
following principles:
1) Coffee
2) Partners
3) Customers
4) Stores
5) Neighbourhoods
6) Shareholders

6.  Starbucks’s logo is inspired by the sea featuring a twin-
tailed siren from Greek mythology.
 Our Coffee: Believes in serving the best coffee possible
- goal is to grow our coffee under the highest standards
of quality using ethical sourcing practices- our coffee
buyers personally travel to coffee farms in Latin
America, Africa and Asia to select the highest quality
Arabica beans.

7.  Our Stores: Perfect place for meeting friends and
family or enjoying a quiet moment alone with a book
 Our Partners: Our employees, who we call partners,
are at the heart of the Starbucks Experience- our
store partners are committed to coffee knowledge,
product expertise and customer service.
 Our Products:
1) Coffee: More than 30 blends and single-origin
premium Arabica coffees.

8. 2) Handcrafted beverages: Fresh-brewed coffee, hot
and iced espresso beverages, coffee and non-coffee
blended beverages, Vivanno smoothies and Tazo
teas.
3) Merchandise: Coffee and tea brewing equipment,
mugs and accessories, packaged goods, music,
books and gift items.
4) Fresh Food: Baked-pastries, sandwiches, salad,
oatmeal, fruit-cups.

9.  Ethical sourcing: To develop strong, long-term
relationships with farmers to ensure that we buy the high-
quality coffee our customers expect. By 2015, our coffee
will be grown using ethical trading and responsible
growing practices.
 Environmental Stewardship : By 2015, 100% of our cups
will be reusable or recyclable and reduce our
environmental footprint through energy and water
conservation, recycling and green conservation.

10.  Community Involvement: We believe in being
involved in the communities we are part of-
bringing people together, inspiring change and
making a difference in peoples’ lives.
 By 2015, we plan to contribute one million
volunteers hours each year to our communities.
 Website: www.starbucks.com

11.  Basic Structure: Around the country, district
managers oversee regional groupings of stores who
report directly to the Starbucks Corporation. At each
store, a store manager acts as the chief and under
him are a collection of shift supervisors who act as
managers on duty when the store manager is out.
Below the shift supervisors are the rest of the
employees, referred to as baristas.

12.  Licensed Stores: Starbucks does not operate under a
franchise system but they do license storefronts.
Licensed stores are common in grocery stores,
bookstores or any other site where the Starbucks is not
a stand-alone building and are still controlled by
Starbucks Corporation and must adhere to the same
guidelines. All items sold at licensed stores, including
foods, must be approved by Starbucks corporate
offices. Starbucks maintains this control in an attempt
to protect the company name and ensure that it
remains one that is associated with quality.

13.  Partners: While Starbucks workers also have more specific
titles, including barista and shift supervisor, the Starbucks
corporation has long referred to their workers as
"partners." This term is intended to make clear how
integral Starbucks employees are to the company's
success.
 Responsibility: Starbucks aims to work ethically with all of
its suppliers, offering the providers of their fine Arabica
coffees fair value for the beans they work so hard to grow.
The company also practices environmental friendliness,
choosing eco-friendly options whenever possible.

14.  We strive to create a culture that values and respect
diversity and inclusion.
 We expect to be a leader in diversity and inclusion, from
our partners in the field to our senior leadership teams.
 We expect that all leaders within Starbucks practice a
behaviour that demonstrates inclusion.
 The goals of the Diversity and Inclusion team include
building a diverse workforce, increasing cultural
competencies, shaping a culture of inclusion.

15.  Starbucks believes that conducting business
ethically and striving to do the right thing are vital
to the success of the company.
 Business Ethics and Compliance: Program that
supports Our Starbucks Mission and helps protect
our culture and our reputation by providing
resources that help partners make ethical decisions
at work.

16.  The program develops and distributes
awareness materials, facilitates legal compliance
and ethics training, investigates sensitive issues
such as potential conflicts of interest and
provides additional channels for partners to
voice concerns.

17.  Blending in the Indian Culture: CCD and Barrista have
imbibed the culture in their regular offerings. For e.g.,
they offer seasonal drinks like Aam Panna, Mango
shake etc in the summer season.
 Price Sensitivity: Indian consumers by nature are
very price sensitive. A regular simple small coffee
costs the consumer as much as Rs. 45/- and the
more popular coffee like Cappuccino and

18. Latte would require the consumers to shell out
almost Rs. 90/- for a small cup.
 Competitive Rivalry: Starbucks will be facing tough
competition from other brands like CCD, Barrista
Lavazza and Costa Coffee. All of them have been
in the industry for almost 5-6 yrs.