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Essay / Research Paper Abstract
This 25 page report discusses Starbucks, the famous and now ubiquitous coffee company founded in Seattle and that almost single-handedly transformed the concept of what a coffee shop is. Starbucks made coffee “cool.” They gave the concept of a coffee house true “cachet.” That fact has had a tremendous impact on the coffee industry’s bottom line and established a powerful, international corporation. Bibliography lists 13 sources.
Page Count:
25 pages (~225 words per page)
File: D0_BWstarbk.rtf
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the concept of what a coffee shop is. Starbucks has been alternately praised for its unique corporate ideals and operating procedures and vilified for exploiting coffee producers in Third World
nations. It has been profiled as a corporation with new attitudes and new corporate beliefs about excellence (In Search of Excellence) and thought of as the yuppie version of "McDonaldism"
(emphasis on the "bucks" in Starbucks). As is the case with any corporate success story, the truth falls somewhere between the extremes. The saga is that the little coffee company
founded a few blocks from Seattles famous Pike Place open market and went on to become a transnational corporation with interests in the music industry (Hear Music), restaurants (Cafe Starbucks),
premium teas (Tazo), "energy" drinks (DoubleShot), ice cream (in partnership with Dreyers Grand Ice Cream), and even the soft drink industry (the company formed a joint venture with PepsiCo to
market and distribute bottled Frapuccino to grocery and convenience stores). Starbucks and the 21st Century Starbucks went public with its stock in June of 1992. At the time, shares
(Nasdaq: SBUX) rose "from $17 to $28.50, an increase of 68 percent (Teitlebaum 133). In 1992, there were only 150 Starbucks "stores" in existence although the company planned to add
another 75 that same year (Teitlebaum 133). The company anticipated that such expansion would result in "a 92 percent boost next fiscal year to $7.1 million on a 53
percent rise in sales to $136 million" (Teitlebaum 133). The company had 1,400 stores by 1997 and then planned ahead to 2000 when there would be 2,000 Starbucks stores (Aragon
91). As of , the number of Starbucks stores around the world had increased to more than 4,700 (Starbucks.com). Regardless of what type of measure may be used to
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