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Essay / Research Paper Abstract
This 4-page paper provides an overview of Starbucks' strategy and ethics. Bibliography lists 2 sources.
Page Count:
4 pages (~225 words per page)
File: D0_MTstarstrg.rtf
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Unformatted sample text from the term paper:
shops, complete with a selection of all kinds of coffee, tea, specialty coffee, juice, and so on. Even though the company is
a multi-billion dollar leader in the industry today, it got its start very humbly in 1971 , as a coffee house in Seattle, WA. Things really didnt change too much
until Howard Schultz, who joined Starbucks in the early 1980s, took a business trip to Milan, and observed, first-hand, the place that the coffee houses had in the lives of
the Milanese (A Brief History of Starbucks, 2009). He brought the concept back to the U.S., tried it in Seattle, and then rolled it out to other states. During the
1990s, Starbucks gained a solid foothold in all 50 states and moved internationally (A Brief History of Starbucks, 2009). Following an extraordinarily aggressive plan throughout the late 1990s and into
the 2000s, Starbucks has scaled back a bit, impacted, like other businesses, by the recession. Starbucks strategy has been to sell more
than simply a product - the company is trying to sell the atmosphere. Its what Schultz was trying to do with his planning; he wanted to bring back the culture
of the coffee house, not necessarily just sell coffee. This is why a great deal of time and effort goes into
the d?cor of the typical Starbucks store. The d?cor typically features comfortable furniture (such as couches and chairs, depending on the size of the store), as well as tables with
plenty of outlets, to allow people to bring their laptops in. The entire scenario is capped off by a soothing environment and music appropriate for a coffee house. The Starbucks
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