1. STARBUCKS COFFE
“We’re not in the coffee business serving
people…We’re in the people business serving coffee.”

2. Table of contents
COMPANY HISTORY............................................................................................................3
Logo evolution:.............................................................................................................................................. 3
CORPORATE CULTURE.....................................................................................................4
COMPANY ACTIVITIES .....................................................................................................5
Starbucks sells............................................................................................................................ 5
Store Design:.............................................................................................................................. 5
Figures :...................................................................................................................................... 6
Competitors:............................................................................................................................... 6
COMPANY STRUCTURE AND ORGANIZATION ..............................................7
Shop organigram:....................................................................................................................... 7
Advantages ................................................................................................................................. 7
Disadvantages............................................................................................................................. 7

3. Company History
• Founded by Jerry Baldwin, Zev Siegel, and Gordon Bowker in 1971 in Seattle’s Pike
Place Market.
• Purchased by Howard Schultz in March of 1987 and turned in into what we see today.
• Schultz wanted to create a business that does the right things for the right reasons and is
financially successful.
• Then Starbucks started setting up cafes where customers could it and sip their favorite
lattes and espressos.
• 16,120 stores in more than 49 countries by early 2008.
Logo evolution:
1971: The mermaid is a symbol of maritime
history associated with exporters of coffee.
1987: The logo has been redesigned; they
retained the siren while modernizing its
design.
1992: Starbucks logo has improved giving an
appearance more precise, graceful and
delicate.
2011: for 40 years of Starbucks coffee, the
company revamps its logo.

4. Corporate culture
– Diversity and Customer Focus: Starbucks offers a variety of gourmet coffee flavors
and teas for a variety of different customers. Customers come from all nationalities and
are not limited to a certain region but they spread around the world.
– Social Networking: launched in March 2008, provides customers the ability to provide
ideas on products and service but it also allows them to share their ideas on different
areas
– Employee Relations: Starbucks values each employee as “partner” and they have
medical, vision/dental insurance, tuition reimbursement, vacation
– Environment: fair trade, recycle, reduce the using of energy and water
To support their mission statement the following six guiding principles help guide the
appropriateness of decisions:
_ Provide a great work environment and treat each other with respect and dignity.
_ Embrace diversity as an essential component in the way we do business.
_ Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of
our coffee.
_ Develop enthusiastically satisfied customers all of the time.
_ Contribute positively to our communities and our environment.
_ Recognize that profitability is essential to our future success.

5. Company activities
Starbucks sells:
• Hot and cold drinks
• Food (hot and cold sandwiches)
• Coffee beans
• Sweet pastries
• Accessories (mugs, tumblers…)
• Snacks
Store Design:

6. Figures :
• Turnover: 10,7 billion $ in 2010
• 17 000 coffee shops in the world
• 137 000 employees work for starbucks Coffee
• 352 million liters of milk consumed per year
• 50 million customers per week
Competitors:
• McDonalds
• The coffee Bean and tea leaf
• Nespresso
• Tim hortons
• Second Cup
• Dunkin’ Donuts

7. Company structure and organization
• 4 campaign per year: at each season with new food, drinks and accessories.
• The advertising: their aim is not to have custumers every time but to have loyal
custumers, that’s why the advertising is not spread.
Shop organigram:
Advantages
• STARBUCKS is a multinational
corporation.
• It has a consummate manage
system.
• The clerks are considerate and
patient.
• STARBUCKS has regular and
loyal consumers.
• The environment is comfortable
and elegant.
Disadvantages
• The options on the menu are not
many to choose.
• The price is still higher than others.
• The consuming customer group is
limited.
• STARBUCKS is joint venture, not
franchise organization.
• Most people still have meals in fast
food restaurants.