Starbick

I. Introduction

History of Starbucks Coffee began in Seattle in 1971. Three friends, Jerry Baldwin, Zev Siegel and Gordon Bowker who have had a passion for fresh coffee, opened a small shop and began selling freshly roasted coffee beans, and accessories for boiling and roasting.

Zev Siegel left the business in 1980. However, at that time, Starbucks was already the largest network in Washington with six retail outlets. Howard Schultz came to work at Starbucks.

Schultz went to Verona and brought the recipe latte, which is now even sold in café for teenagers. Schultz described that moment as an Epiphany. He came up with the idea to create a place for gathering of fans of coffee, which he saw in Italy. By 1983 the marketing Manager had proposed his vision of the magic and romance of Italian coffee bars, and decided to see how the concept will affect the sales of espresso.

Schultz, however, opened another private coffee shop. Two months later the new store was serving over 700 customers a day and sales by 300% exceeded the total income of all outlets of Starbucks. Howard Schultz wanted to see these cafes not for just selling coffee, but to be cafes with a special atmosphere, becoming the third place between work and home.

In America, Starbucks became the epitome of affordable coffee for a new generation of visitors — educated and with good taste.

Howard Schultz emphasized that his business is not to fill stomachs, but to fill the soul. It is the secret of Starbucks ' success.

In the 90 years, America has swept a true coffee mania and obsession with Starbucks. The company has grown at a frantic pace — were opened daily up to 5 new coffee shops. By the end of 1990-x years, Starbucks has more than 2000 establishments and is gaining recognition in Japan and Europe.

At the same time in California, the richest and most populous US state, is gaining momentum, the idea of healthy food. Californians began to count every calorie, and decided that a drink made fat whole milk harmful to health. Starbucks initially resisted the fashionable trend, fearing that skim milk will not allow to preserve the taste of the coffee.Diet coffee did not enter the sale until the company began to lose customers. So in the menu there were drinks, devoid of the taste of real coffee, but satisfy the tastes of consumers who care about their health.

Business Starbucks worked like a charm, and in 2000, Howard Schultz decided to move away from direct management of the company to pursue new business projects.

By 2005, Starbucks has become a global network that includes more than 8,300 coffee shops. According to the results of 2007 has been opened already 15700 Starbucks in 43 countries. The company's revenues for 2007 amounted to $9.4 billion.

In early 2008 Howard Schultz returned to the leadership