Starbucks knows how to make a good coffee

Résumé du document

Microsoft, Google, Dell etc everybody knows these famous firms which have conquered the world. What is common among these companies? They all are American and started with the initiative of passionate academics. Over the last few years, a new company has been growing in the world landscape i.e. the Starbucks Corporation. Starbucks' story started in 1971 in Seattle (United-States) with the opening of a small coffee-roasting factory. Over the years, and thanks to the genius of Howard Schultz, an American businessman who joined the company in 1985, the small business venture started by three academics grew to become an international corporation specialized in the coffee market. Starbucks' history is intimately linked to the world development of the coffee market.

Extraits

[...] Africa and Asia, the two other main areas of production, respectively produce the remaining 10% and 20%[3]. Annex VII.B (page 50) presents a detailed graph of the main coffee producing and consuming countries in the world. As shown in the documents produced in this annex, the United States are second-ranked for the consumption of coffee with about 7kg per habitant and per year. A study made in 2002 by the Fondation Nationale pour l'Enseignement et la Gestion des Entreprises (FNEG) ranked them at the tenth place in the world with only 4kg per person and per year[4]. [...]

[...] In October 1990, Starbucks ends with its first profitable fiscal year since its change of owners. Two of the initial investors, Craig Foley and Jamie Shennan, respectively leaders of Chancellor Capital Management and of Trinity Ventures, have meanwhile joined up with the executive committee is the year of Starbucks in California, where the brand meets a hug critique and commercial success, but also the introduction of a system of stock options (named Bean Stock a first for company not (yet) on the exchange market. [...]

[...] By buying in one of the Starbucks stores, customers present themselves to other as being able to afford premium coffee, one of the most expensive. Once again, this kind of behavior or though process also exists in other businesses, such as nightclubs where customers will try to get in as a (Very Important Person), buy very expensive bottles of alcohol and therefore show that they are important even if a very important part of their income (which is not often hug itself) goes into this type of products. [...]

[...] Starbucks follows its expansion in Europe and the Starbucks Coffee Deutschland GmbH subsidiary opens its first cafés in Germany, and in Spain through Starbucks Coffee España, S.L., a common company with the Spanish catering group Grupo Vips in France, the first cafés are opened in 2003, and managed by Starbucks Coffee France SAS, another company shared with Grupo Vips. In Quebec, Starbucks cafés are not managed by Starbucks Coffee Canada but Coffee Vision, Inc except for the cafés which are located in the Chapters libraries et the one in the transborderian jetty in the Montreal Dorval airport. At the end of 2006, Starbucks owned more than stores in the world. [...]

[...] After a few months, another bar is opened a few blocks far from there, and another one in Vancouver, in British-Colombia, on the other side of the border. In 1986, Starbucks' founders want to focus their efforts on the Peet's stores and decide to sell their shares of Starbucks. Schultz manages to fin the 3,8 million dollars he needs to get them, thanks to the financial support he gets from William Henri Gates II, father of Bill Gates, Microsoft's founder[16]. [...]