Starbucks aims to create a people-focused business that serves high-quality coffee. Founded in 1971, it was purchased by Howard Schultz in 1987 who expanded it globally. Starbucks focuses on diversity, social networking, fair treatment of employees, and environmental sustainability. It sells hot and cold coffee drinks and foods in stores designed for customer comfort. Starbucks has over 17,000 stores globally, $10.7B in annual sales, and competes with stores like McDonald's and Dunkin Donuts. It organizes its business into 4 seasonal campaigns and focuses advertising on building loyal customers.

1. STARBUCKS COFFE
“We’re not in the coffee business serving
people…We’re in the people business serving coffee.”

2. Table of contents
COMPANY HISTORY............................................................................................................3
Logo evolution:.............................................................................................................................................. 3
CORPORATE CULTURE.....................................................................................................4
COMPANY ACTIVITIES .....................................................................................................5
Starbucks sells............................................................................................................................ 5
Store Design:.............................................................................................................................. 5
Figures :...................................................................................................................................... 6
Competitors:............................................................................................................................... 6
COMPANY STRUCTURE AND ORGANIZATION ..............................................7
Shop organigram:....................................................................................................................... 7
Advantages ................................................................................................................................. 7
Disadvantages............................................................................................................................. 7

3. Company History
• Founded by Jerry Baldwin, Zev Siegel, and Gordon Bowker in 1971 in Seattle’s Pike
Place Market.
• Purchased by Howard Schultz in March of 1987 and turned in into what we see today.
• Schultz wanted to create a business that does the right things for the right reasons and is
financially successful.
• Then Starbucks started setting up cafes where customers could it and sip their favorite
lattes and espressos.
• 16,120 stores in more than 49 countries by early 2008.
Logo evolution:
1971: The mermaid is a symbol of maritime
history associated with exporters of coffee.
1987: The logo has been redesigned; they
retained the siren while modernizing its
design.
1992: Starbucks logo has improved giving an
appearance more precise, graceful and
delicate.
2011: for 40 years of Starbucks coffee, the
company revamps its logo.

4. Corporate culture
– Diversity and Customer Focus: Starbucks offers a variety of gourmet coffee flavors
and teas for a variety of different customers. Customers come from all nationalities and
are not limited to a certain region but they spread around the world.
– Social Networking: launched in March 2008, provides customers the ability to provide
ideas on products and service but it also allows them to share their ideas on different
areas
– Employee Relations: Starbucks values each employee as “partner” and they have
medical, vision/dental insurance, tuition reimbursement, vacation
– Environment: fair trade, recycle, reduce the using of energy and water
To support their mission statement the following six guiding principles help guide the
appropriateness of decisions:
_ Provide a great work environment and treat each other with respect and dignity.
_ Embrace diversity as an essential component in the way we do business.
_ Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of
our coffee.
_ Develop enthusiastically satisfied customers all of the time.
_ Contribute positively to our communities and our environment.
_ Recognize that profitability is essential to our future success.

5. Company activities
Starbucks sells:
• Hot and cold drinks
• Food (hot and cold sandwiches)
• Coffee beans
• Sweet pastries
• Accessories (mugs, tumblers…)
• Snacks
Store Design:

6. Figures :
• Turnover: 10,7 billion $ in 2010
• 17 000 coffee shops in the world
• 137 000 employees work for starbucks Coffee
• 352 million liters of milk consumed per year
• 50 million customers per week
Competitors:
• McDonalds
• The coffee Bean and tea leaf
• Nespresso
• Tim hortons
• Second Cup
• Dunkin’ Donuts

7. Company structure and organization
• 4 campaign per year: at each season with new food, drinks and accessories.
• The advertising: their aim is not to have custumers every time but to have loyal
custumers, that’s why the advertising is not spread.
Shop organigram:
Advantages
• STARBUCKS is a multinational
corporation.
• It has a consummate manage
system.
• The clerks are considerate and
patient.
• STARBUCKS has regular and
loyal consumers.
• The environment is comfortable
and elegant.
Disadvantages
• The options on the menu are not
many to choose.
• The price is still higher than others.
• The consuming customer group is
limited.
• STARBUCKS is joint venture, not
franchise organization.
• Most people still have meals in fast
food restaurants.