The document summarizes the history and growth of Starbucks from its founding in 1971 as a coffee bean retailer in Seattle to becoming a global coffee chain by 2008. It discusses key events such as Howard Schultz introducing the coffeehouse concept in 1982, Starbucks acquiring Il Giornale in 1987, expanding internationally in the 1990s, and having over 5,000 stores globally by 2008. It also outlines Starbucks' mission to be the premier purveyor of high-quality coffee while maintaining its principles as it grows worldwide.

1. 1- Introduction
* In 1971
Starbucks opened operations in Seattle’s Pike PlaceMarkets with the future aim of providing coffee to a
number of restaurants and surrounding bars. With the recruitment of HowardSchultz who led the
marketing and retail efforts of Starbucks.
* In 1982
, the company took a change in direction through the viewsof Schultz, who after visiting Italy tried to
adapt the same principles inorder to a strong bar culture. Schultz then utilized Starbucks ability
toprovide quality coffee beans and opened up a new store called IlGiornale, which brewed coffee from
these particular beans.
* In 1987
, Giornale had decided to take over the assets of Starbucksand also, further changed its name to
Starbucks Corporation. By theend of the year, Starbucks had increased the number of stores to 17and
furthered its location span by entering Chicago and Vancouver.
* In 1990
, the company took further steps forward with expansion of the Seattle headquarters and an increase in
resources with theopening of a new roasting plant. Relationships and other ventures alsotook off during
the early nineties as the company looked todevelopment organizations to further its progress.
*In 1995
, the company really established its name with the openingof the 676th store as well as increasing the
products in store with theaddition of compact discs a result of a previously popular experimentwith ‘in-
house’ music.
* In 1996
, the company kept on stretching its reach by entering intothe market of Japan, Singapore and Hawaii.
This was achieved through joint ventures including the one formed with Sazaby Inc., whichpushed
through the development of coffee houses in Japan.
*By the year 2000
, things had progressed so far that 3,300 storeswere already opened, the company had ventured into
countriesranging from England to Australia & China.*

2. By last quarter of 2008
, total international stores became 5113store & 11567store in United States.
2.1 Current performance
Overall, the aim of becoming a worldwide global brand seems to beworking in favor of the company and
is helping it to attract theattention of many major companies who would like to share apartnership. This
is all positive news for the company because itprovides a strong basis for future development of
internationalmarkets, which further strengthens the mission to become one of theleading specialty
coffee retailers in the world.
However, the net revenues increased 3 percent to $2.5 billion for thefourth quarter of 2008, compared
to $2.4 billion for the fourth quarterof 2007. For the 13-week period ended September 28,
2008,Starbucks reported net income of $5.4 million, which included $105.1million of restructuring
charges and other transformation strategycosts. Net income was $158.5 million for the same period a
year ago.The company actions announced in July of 2008 to close approximately600 company-operated
stores in the U.S. and 61 company-operatedstores in Australia, and reduce approximately 1,000 open
and filledpositions within its leadership structure and non-store organization.
mission
“To inspire and nurture the human spirit— one person, one cup,and one neighborhood at a time” “The
mission of Starbucks is to establish Starbucks as thepremier purveyor of the finest coffee in the world
whilemaintaining our uncompromising principles while we grow” None of this success would have been
possible without a set of goals that the company aimed to achieve and a set of principles,which
governed the decision making process. The six principlesof Starbucks are stated as:
1-
Provide a great work environment and treat each other withrespect and dignity.
2-
Embrace diversity as an essential component in the way wedo business.
3-
Apply the highest standards of excellence to the purchasing
4-

3. Roasting and fresh delivery of our coffee.
5-
Develop enthusiastically satisfied customers all of the time.
6-
Contribute positively to our communities and ourenvironment, and recognize that profitability is
essential toour future success.Application of these principles can be used as a guideline forall employees
from managers to workers to aim to achievethe company’s goals, while maintaining a certain type of
standard.This mission statement along with the set of guidelines providesa focus for employees as they
make strategic decisions. It notonly supports the employees, but supports the customers aswell, making
a note that they should be satisfied all of the time.The mission shows alignment with the vision by
stating how thecompany plans to reach the broad goals set by the visionstatement. Another supporting
sentence in the missionstatement is that the “company applies the highest standards of excellence to
the purchasing, roasting and fresh delivery of itscoffee.” This statement supports the idea that
Starbucks
usesthe best available resources to give it a recognized andrespected name