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Essay / Research Paper Abstract
A 5 page paper discussing key events in Starbucks' history and its current focus on international expansion. Conventional wisdom holds that no organization can continue double-digit annual growth consistently year after year, but so far that is precisely what Starbucks is doing. The company is obliged to look to international markets to sustain that growth, however. Bibliography lists 6 sources.
Page Count:
5 pages (~225 words per page)
File: CC6_KSstarHist.rtf
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Unformatted sample text from the term paper:
Starbucks operated more than 12,000 stores in 37 countries (Profile, 2007) and plans to grow to 30,000 including international locations (Guest, 2006). It opens an average of five stores
every day on its way toward that goal, and its sales are increasing accordingly. Conventional wisdom holds that no organization can continue double-digit annual growth consistently year after year,
but so far that is precisely what Starbucks is doing. The company is obliged to look to international markets to sustain that growth, however. Company History: Key Events
The Starbucks that exists today is not that which was founded in 1971 in Seattle. Howard Schultz joined the first Starbucks in 1982
"as director of retail operations and marketing" (Starbucks Timeline, 2007) when the company was providing coffee to commercial accounts. * 1983 - Howard Schultz traveled to Italy to discover Milans
espresso bars. * 1984 - Schultz persuaded Starbucks to experiment with the concept. * 1985 - Schultz founded "Il Giornale, offering brewed coffee and espresso beverages made from Starbucks coffee
beans" (Starbucks Timeline, 2007). * 1987 - Il Giornale acquired Starbucks assets and changed its name to Starbucks Corporation, the company that now exists. There were 17 locations at
the end of 1987. * 1991 - Starbucks undertook a number of socially responsible projects including a CARE coffee sampler and becoming the first private company to offer stock options
to part-time employees (Starbucks Timeline and History, 2004). There were 116 locations at the end of the year. * 1993 - established its current relationship with Barnes & Noble
and opened in Washington, DC. There were 272 locations. * 1995 - the company opened its first international location, in Japan. There were 676 locations in 1995. *
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