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Marketing Plan For Starbucks - Paper

Marketing Plan For Starbucks

1. COMPANY DESCRIPTION

Starbucks is the largest coffeehouse company in the world. It was founded by three very unusual entrepreneurs, an English teacher Jerry Baldwin, History teacher Zev Siegel and a Writer Gordon Bawker. They came with this brilliant idea of getting into the coffee business inspired by an entrepreneur who sold high quality coffee beans and equipments, named Alfred Peet. The first Starbucks store was opened in Pike Market Place in Seattle on March 30, 1971. It is a for profit company.
In the 1990's the company grew at a very fast pace. Studies show that Starbucks opened a new store every working day. From one store by its founders Starbucks grew to more than ...

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Il Giornal acquired Starbucks assets and changed its name to Starbucks.
It offers a very wide variety of products other than coffee beans and coffee beverages. The varieties include handicraft beverages, merchandise, fresh food, Starbucks entertainment, Starbucks card and Global consumer product. Other than these Starbucks is also involved with helping the community, the coffee farmers and also offering scholarships for students. In 1997, the Starbucks Foundation established The Starbucks Foundation to support communities where Starbucks does business. It supports not only locally but also on a global scale. This foundation mainly focuses on Youth Action Grants, Social Investments in Coffee, Tea and Cocoa Communities, Ethos Water Fund, China Education Project and Gulf Coast Recovery. In 2001, Starbucks offered over a million dollars in financial support to coffee farmers through Calvert Community Investments and The Starbucks foundation grants more than 450 grants ...

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be serviced and supported by the company's operations infrastructure. For each targeted region, Starbucks selected a large city to serve as a "hub"; teams of professionals were located in hub cities to support the goal of opening 20 or more stores in the hub in the first two years. Once stores blanketed the hub, then additional stores were opened in smaller, surrounding "spoke" areas in the region. To oversee the expansion process, Starbucks created zone vice presidents to direct the development of each region and to implant the Starbucks culture in the newly opened stores. All new zone vice presidents Starbucks recruited came with extensive operating and marketing experience in ...

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Marketing Plan For Starbucks. (2011, May 26). Retrieved December 22, 2024, from http://www.essayworld.com/essays/Marketing-Plan-For-Starbucks/99420

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PAPER DETAILS

Added: 5/26/2011 02:43:18 AM
Submitted By: jlovej
Category: Business
Type: Premium Paper
Words: 6799
Pages: 25

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