Starbucks - Research Paper Example

Starbucks has experienced a phenomenal period of evolution. It was in 1971 when Starbucks opened up its first store in Seattle’s Pike Place Market. This step put the foundational stone for the birth of Starbucks. Subsequently, Howard Schultz came and joined as director of retail operations and marketing in the year of 1982. In this period, the main business objective was to provide coffee to restaurants and bars as well. However, in the subsequent year, Starbucks management decided to launch first ever coffee service after the return of Howard Schultz from Italy where he observed the steady demand rise for coffee.

In this regard, it is important to mention that he observed that in Italy the coffee business was thriving and the same business could also expand in Seattle due to similar coffeehouse culture. This idea worked and Howard Schultz was able to convince the founders of Starbucks to test this idea. Subsequently, the following period saw a rapid expansion of the coffee business across the United States and Canada as well; and till the end of 1987, around 17 coffee shops and stores were opened up in Vancouver and Chicago as well.

with the passage of time, the demand for coffee and coffee beans surged as the number of coffee stores reached to the mark of 84 till the end of 1990; however, before that period, Starbucks had already established its headquarter in Seattle. In 1991, Starbucks became the first private US firm to incentivize and offer stock option program along with part-time employment offer to buyers; and in the same year, the number of stores had already reached the quantity of 165. In 1995, Starbucks commenced selling Frappuccino blended beverages and in the same year, the company’ total number of stores touched the mark of 677.

Fundamentally, Schultz’s main objective was to create a brand that can satisfy the expectations of the middle and high class