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Essay / Research Paper Abstract
This 12 page paper examines the history and development of Starbucks from its' beginnings in 1971 with a single store to a firm with a turnover in excess of $10,000 million and more than 15,000 stores across the globe. The way the firm competes, its core competence and issues such as marketing are all discussed. The bibliography cites 8 sources.
Page Count:
12 pages (~225 words per page)
File: TS14_TEstarpast.rtf
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Unformatted sample text from the term paper:
company into a global phenomenon with 15,796 outlets across 48 different countries and sales in excess of $10,000 million (Starbucks, 2008, 2009). The success the company is even more surprising
when the core product which is sold is considered; coffee. For many commentators the market for coffee sales may be perceived as
mature, with sales for different regions already established under to potential for a significant market development, unlike other markets where there is still room for innovation. The success of Starbucks
is even more surprising when it is remembered that there was not a significant change made by the product itself, it was the way in which it was offered; the
experience, which was the innovation, proliferated by well designed marketing. However, the firm is also faced some difficulties as well as the successes, it is only by understanding the firm
and its development, as well as the challenges that it has, and still does faces that the real strength the potential to firm to survive and thrive can be fully
appreciated. The company was originally started in 1971 by 3 friends; Jerry Baldwin an English teacher, Zev Siegel a history teacher and Gordon
Bowker a writer. The name Starbucks originated with the novel Moby Dick by Herman Melville and the first stores located at Pike Place market in Seattle (Starbucks, 2009). The first
store that was opened after the trio raised $8,000 to launch the company, with the concept of setting premium coffee beans and coffee equipment for the brewing of coffee.
At this point in time the business was not one based on originality; the concept was based on Peets Coffee and Tea, founded
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