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Starbucks Corporation - Essay Example

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Date Starbucks Corporation Company Background The first Starbucks store opened in Seattle’s Pike Place Market as a roaster and retailer of whole bean and ground coffee, tea and spices (Starbucks Corporation 1). It is named after the first mate in Herman Melville’s Moby Dick (Starbucks Corporation 1)…
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Starbucks Corporation

Download file to see previous pages... Schultz’s II Giomale bought Starbucks and transformed it to what it is today, “the premier roaster, marketer and retailer of specialty coffee in the world, operating in more than 50countries” (Starbucks Corporation 2). In 1998, Starbucks acquired Tazo, a tea company based in Portland, Ore. and in 2003, it acquired Seattle Coffee Company, which includes Seattle’s Best Coffee and Torrefazione Italia coffee brands (Starbucks Coffee Company 2). Starbucks Corporation is based in Seattle, Washington, USA. In the US, Starbucks operates 4,084 licensed stores and 6,705 company-operated stores; and in Canada, the U.K., China, Germany, Thailand and in other countries 3,890 licensed stores and 2,326 company-operated (Finance.yahoo.com 1). Starbucks’ mission is “to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time” (Starbucks Corporation 1). Organizational Structure On top of the organizational chart of Starbucks is its Chief Executive Officer (CEO), Howard Schultz. The units directly under the CEO are Marketing, Finance and Administration, Legal and Compliance, Supply Chain Operations, Partner Resources (HR), Public Affairs, Americas, Global Development, Channel Development, Seattle, China and Asia Pacific, EMEA (Europe/Middle East/Africa), Competitive Intelligence and Strategy (The Official Board.com 1). Under the Americas are the licensed stores and the regions of Northeast/Atlantic and Western/Pacific. Global Development includes Development and Greater China, International Development and Support and US Development (The Official Board.com 1). Starbucks has three reportable operating segments which includes the US, International and Global Consumer Products Group (CPG). Another operating segment is the Seattle’s Best Coffee. Products Offered The products offered by Starbucks include more than 30 blends and single-origin premium Arabica coffees, handcrafted beverages composed of freshly-brewed coffee, hot and iced espresso beverages, Frappuccino coffee and noncoffee blended beverages, smoothies and Tazo teas (Starbucks Corporation 2). Aside from beverages, Starbucks also offers fresh food which includes baked pastries, sandwiches, salads, oatmeal, yogurt parfaits and fruit cups. Their stores sells merchandise such as coffee and tea brewing equipment, mugs and accessories, packaged goods, music, books and other gift items (Starbucks Corporation 2). Other countries such as Canada, China, Denmark, Finland, Germany, Ireland, Japan, Korea, Mexico, Norway, UK and U.S. offer consumer products such as coffee and tea, both whole bean and ground (Starbucks and Seattle’s Best Coffee brands), Starbucks VIA® ReadyBrew, Starbucks® K?Cups® portion packs, Tazo® tea filterbags and tea latte concentrates (Starbucks Corporation 2). Ready-to-Drink (RTD) Starbucks® bottled Frappuccino® coffee drinks, Starbucks Discoveries® chilled cup coffees, Starbucks Doubleshot® espresso drinks, Starbucks Doubleshot® Energy+Coffee drinks and Seattle’s BestCoffee® Iced Lattes, Tazo® bottled iced and juiced teas are sold at Starbucks’ stores (Starbucks Corporation 2). Some outlets also sell Starbucks® Ice Cream: Super?premium coffee and coffee?free flavors. The product mix of a Starbucks store varies depending on the location and the size of the store ...Download file to see next pagesRead More
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