Why Starbucks Is The United States And Packaging It For Mass Consumption

Starbucks was not the only company selling coffee, so Howard took the approach to be different by establishing a community and wanted to show the consumer they were not like the other company from the furniture, picture that was hung in their store, the selection of music. Schultz did not think that Starbucks would become so famous and to stores throughout the world (Millman,

To reach its current status as the largest coffee-house company in the world, Starbucks went through many changes, starting in 1982, when Howard Schultz joined the Starbucks team, setting the whole process in motion. Yet the coffee-house that we have come to know today is actually the result of an experiment carried out after Schultz took a trip to Milan, Italy, where he witnessed the potential of the local cafés culture and thought to introduce it in Seattle.

Howard Schultz took a small three-store coffee shop and grew it into the largest specialty coffee retailer in the world. With twenty-five thousand locations, 105 million customers a week, and 191 thousand employees. Let’s start with the beginning.

On July 19th 1953, Howard D. Schultz was born in Brooklyn New York. In an interview with Bloomberg, he said, “loosely described as the other side of the tracks .” His father, Fred Schultz, was a German-Jewish-American who served in the US Army as a medic in the South Pacific during World War II . After leaving the Army his father became a truck driver. Working long hours and making minimal money to support the entire family left a large impact on Howard Schultz’s childhood. Specifically at the age of seven, his father broke his leg and hip without health insurance or worker’s compensation leaving his family without an income . This forced his mother, Elaine to find a job as a receptionist as well as various other odd jobs; neither offered basic benefits such as medical coverage. Resolute in his ability to build a better life for himself, Schultz focused his energy into sports and earning a scholarship to Northern Michigan University for football in 1970. Although by the time Schultz checked into Northern Michigan

In 1971, Starbucks started as a small coffee shop which targeted a specialized market of coffee purists. Howard Schultz, who later owned the company and initiated the high growth period, joined Starbucks’ marketing team in 1982. Main concept of Schultz marketing strategy was too make Starbucks “America’s third place” considering home and work the two other places where Americans spend most of their time. In 1992, Schultz acquired Starbucks and made an initial public offering. Despite Wall Street’s doubts about the IPO, $25 million was raised by Starbucks.

The story of Starbucks starts when Howard Schultz joined the marketing team and transformed a commodity into a cultural phenomenon. After traveling to Italy, Howard became fascinated with the European coffee experience and wanted to bring that experience and sense of community back to the US. He wanted Starbuck to be America’s third place between work and home, a place people could relax and enjoy.

CEO of Starbucks, Howard Schultz, originally had the idea that Starbucks would have the community/traditional feel in their stores, and still serve high-quality coffee (“Our Heritage” 1). Adding an Italian vibe to the coffee shops, keeping its

The extraordinary success Starbucks experienced during the early 1990s resulted from Howard Schultz’s passion and vision to create a coffee culture in the United States similar to the coffee culture he experienced while traveling to Italy. Schultz’s vision of the Starbucks brand evolved around providing a quality product while delivering exceptional customer service in an inviting atmosphere. Starbucks’ success can be attributable to the following factors:

Starbucks is a restaurant with delicious treats and goods and it has the best cappuccino and coffee. And that brought mr. Schultz out of a struggle to the riches cause he went viral with he way he made his coffee and other goods. Schultz started off by selling coffee from his home and rose to Starbucks which is a big come up for someone who couldn’t afford a cup of coffee at first.

Howard Schultz, ranked by Business Insider as one of the top CEO’s of the past twenty years, shaped the consumption of coffee into an experience and developed a strong brand, Starbucks, that is recognized internationally. Eight years later after resigning in 2000, Schultz saw the company going downhill and decided to take control again, as CEO. The Starbucks creator had a vision for his company and shaped the culture by putting an emphasis on quality product and implementing the motto “employees first”. From early on, Starbucks was ahead of its time. Schultz offered healthcare for part-time and fulltime employees, extending this to domestic partnerships as well. Additionally, he makes an outstanding effort to employee minority workers, reimburse partial tuition and distribute employee stock options to baristas. After returning in 2008, Schultz made a controversial move of electing to send 10,000 managers to a leadership conference, which totaled over $30 million. He claims that this move was saving point for Starbucks and without it, the company surely would have failed.

Speaking of Starbucks, we have to mention a person who is the current Chairman and CEO Howard Schultz. From the 1980s, Schultz has been working with the Syarbucks to grow. Unknow to the public, Starbucks was originally founded by three non-business person: Zev Siegl (history teacher), Gordon Bowker (writer) and Jerry Baldwin (English teacher). They want to brought the best coffee to Seattle, so in

Howard Schultz, the CEO of Starbucks Corporation, is a great business leader because he has a clear vision that no one had before, a solid strategy to achieve that vision, and a great influence on people around the world.

Howard Schultz is the current CEO of the famous and well-known Starbucks Coffee. He was born on July 19, 1953, and grew up in a Brooklyn, New York housing project. Schultz got a football scholarship from Northern Michigan and was the first in his family to graduate from college. He first got a job working as a salesman for Xerox Corporation. He later moved back to New York to sell kitchen equipment and housewares for a Swedish company before landing a marketing job at a small coffee bean store called Starbucks. He traveled to Italy and was inspired to open an espresso bar in the United States. His bosses at Starbucks immediately said no, so he started a rival store in 1987, making his java with Starbucks beans. Two years later he

Four million people worldwide make their daily stop at Starbucks in the desperate need for a coffee fix, just don’t forget to ask them to hold the side of exploitation, modern slavery and deforestation.

Howard Schultz didn’t just build a company, he built an empire. Starbucks’ Coffee is a benchmark in the coffee trade, for coffee drinkers and, even non-coffee drinkers. He nursed a small company in the big city of Seattle, to a global