by :George Garza
Seattle, 1971
The story begins with Starbucks in Seattle in 1971. Three friends, Jerry Baldwin, Zev Siegl and Gordon Bowker, who had a passion for fresh coffee, opened a small shop and began selling fresh roasted, gourmet coffee beans and beer, and grilling accessories. The company did well, but things began to change in the 80's.
First, Zev Siegl sold in 1980. However, then Starbucks is the largest toaster in Washington DC six retail stores. In 1981, a seller of plastic found in many plastic drip brewing activities in terms that Starbucks was Hammarplast buy what the manufacturer. Howard Schultz is Starbucks becoming what Ray Kroc was a McDonald's, vendor support, which was the very product and a great opportunity.
Howard Schultz
In 1982, Baldwin hired Schultz as the new head of marketing, and soon after was sent to Milan to participate in the international home show in Italy. When he arrived, Schultz was in love with exciting culture of coffee in Italy. Schultz went to Verona and had his first coffee Latte. But something was more important than the coffee. Coffee and the customers were chatting in any other way fun when you sip your coffee in the elegant surroundings. This is the "AHA" moment of inspiration struck.
Good idea
Schultz currently is Epiphany, "Why did not create the meeting places of the community a great coffee house in Italy to the United States?" Could meet the old world is a New World? If it succeeded, it would be a marketing genius.
In 1983, the marketing manager had a vision to reform the magic and Idil behind the Italian coffee bar and wanted to test the concept of selling a cup of espresso coffee.
Slowly! The mere sale of beans.
However, the idea of not Schultz down a Baldwin. Baldwin was not prepared to make the business of restaurants or take anything to disturb him in his original plan to sell the whole beans. But it remains a small test deposit Schultz espresso bar on the corner of a dealing.
Il Giornale to Starbucks and the different directions
When Starbucks Coffee opened its sixth store downtown Seattle, the café was a success. Was an immediate success.
Schultz, however, branched out on his own and opened a cafe on behalf of Italy's largest newspaper, the Daily or the Il Giornale. Two months later, the new store has more than 700 customers a day, and it had sales of 300 percent, while Starbucks locations.
Venda-out: This is my business.
In 1987, the owners of Starbucks Coffee Company decided to sell the coffee business, together with the name of the local investors with 3.7 million dollars. Schultz to raise money to try to convince investors of his vision, that it can open 125 outlets over the next five years. Also changed Il Giornale is a bare breasted mermaid logo into a socially unacceptable. The company's name was changed to Il Giornale is Starbucks, and eventually became a six-store Starbucks roasting elegant, comfortable coffee shops.
Era of growth
Starbucks coffee history was just beginning to emerge. From base 17 stores in 1987, the company quickly expanded to other cities: Vancouver, Portland and Chicago.
In 1991, Starbucks has grown to the directory, and permission to mail-transport between the airport and the expansion of stores in the state of California.
In 1992 the company was public, and after initial public offering, Starbucks continued to grow at a rate that no one has ever seen before in the world of coffee. In 1997 the number of Starbucks coffee stores grew tenfold, and the United States, Japan and Singapore.
Other business expansions
Not satisfied with just a simple tank of coffee, Starbucks launched a number of other products and brand extensions.
* Offering Starbucks coffee United Airlines flights.
* Sales are Starbucks' own premium Tazo Tea Company.
* Use the Internet to give people the opportunity to buy Starbucks coffee online.
* Distribution throughout the bean and ground coffee, and supermarkets.
* The production of coffee ice cream with Dreyer's.
* Sales of the CD-Starbucks stores.
Starbucks success was largely through word of mouth, which made its name with one word. In fiscal year 2004, Starbucks rose to a record 1344 stores around the world.
