Starbucks coffee

Résumé du document

The first Starbucks store opened in the 1970 in Seattle in the US. It was at first, just a coffee beans retailer. About ten years later, Howard Schultz joined the company, and after a business trip in Italy in 1983 where he discovered the concept of coffee bars, he tried to introduce it to the Board of Directors, as an idea to develop Starbucks. However, they rejected the idea, and two years later, Howard Schultz left the company to develop his own business, and thanks to its success, he finally bought Starbucks' name and assets. In fact, all of his retail outlets that were developed following the model of coffee bars became Starbucks, instead of Il Giornale.

Extraits

[...] Starbucks is very exigent in terms of quality of its products. They serve only specialty coffee, which is much better than regular coffee that we can all find at the grocery store. They also have a strict policy to ensure the quality of the coffee they import. Each time a shipment of 250 bags would come, they extracted three samples. The first one comes directly from the exporter, even before Starbucks would have bought the coffee. The second one comes from bags just before the products are shipped. [...]

[...] We can easily identify the three levels in the whole Starbucks organization and actions. Where, it is clear the heart of the business is the people, the persons working for the brand. If a company wants to be successful, it really has to pay attention to the heart of it business, otherwise it would pass next to the most important thing. To conclude, we can say that Howard Schultz understood very well how to make its business successful and to keep its leader position on the coffee market, even in countries where coffee has an historical legacy. [...]

[...] Starbucks give a lot of importance to training. Everybody who is working in the different retail outlets must have a sort of theory training about the different kind of coffee, how they can be served, which kind of desert would they fit with. This training always takes place before they can be allowed to serve coffee; because once they deal with the customers, they have to be able to answer to any kind on question. Everybody in the company has the same training; even the persons hired to be at executive positions, have to have a two-week training program in the store, serving coffee. [...]

[...] Starbucks. Ivey Management Service. [...]

[...] However, Starbucks does not understand diversity as we all do. For them, it is of course about ages, races, genders, cultures, but also about the partners' style, tenure and role within the company. It is also important for the customers to see that the company does not make any difference while they are recruiting their partners. And it is also important for them, when they go to a Starbucks café to be served by persons form diverse origins; gender or age. [...]