INTRODUCTION Starbucks Coffee Company is the leading retailer, roaster and brand of specialty coffee in the world, with more than 15,000 retail locations in North America, Latin America, Europe, the Middle East and the Pacific Rim. They are committed to offer their customers the world’s best coffee and the finest coffee experience – while also conducting their business in ways that produce social, environmental and economic benefits for the communities in which they do business. They believe it’s possible to do well and do good at the same time.
Starbucks Corporation is an international coffee and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 17,009 stores in 50 countries, including over 11,000 in the United States, over 1,000 in Canada, over 700 in the United Kingdom, and over 100 in the Philippines. Starbucks sells drip brewed coffee, espresso-based hot drinks, other hot and cold drinks, coffee beans, salads, hot and cold sandwiches and panini, pastries, snacks, and items such as mugs and tumblers.
Through the Starbucks Entertainment division and Hear Music brand, the company also markets books, music, and film. Many of the company’s products are seasonal or specific to the locality of the store. Starbucks-brand ice cream and coffee are also offered at grocery stores. From Starbucks’ founding in later forms in Seattle as a local coffee bean roaster and retailer, the company has expanded rapidly. In the 1990s, Starbucks was opening a new store every workday, a pace that continued into the 2000s.
The first store outside the United States or Canada opened in the mid-1990s, and overseas stores now constitute almost one third of Starbucks’ stores. The company planned to open a net of 900 new stores outside of the United States in 2009, but has announced 900 store closures in the United States since 2008. Starbucks has been a target of protests on issues such as fair-trade policies, labor relations, environmental impact, political views, and anti-competitive practices.
The company is named in part after Starbuck, Captain Ahab’s first mate in the novel Moby-Dick, as well as a turn-of-the-century mining camp (Starbo or Storbo) on Mount Rainier. According to Howard Schultz’s book Pour Your Heart Into It: How Starbucks Built a Company One Cup at a Time, the name of the company was derived from Moby-Dick, although not in as direct a fashion as many assume. Gordon Bowker liked the name “Pequod” (the ship in the novel), but his then creative partner Terry Heckler responded, “No one’s going to drink a cup of Pee-quod! Heckler suggested “Starbo”. Brainstorming with these two ideas resulted in the company being named for the Pequod’s first mate, Starbuck. ASSUMPTION It is assumed that a guideline is needed in a research and this prepared a valid and reliable search, questionnaire through collected data and information is also prepared to understand the topic to be discussed. SIGNIFICANCE OF THE STUDY
This research will help the Starbucks coffee shops to know what the need are and wants of the customer and it will also give ideas to the establishment how to improve their marketing strategies. This study will be significant to the following: For HRM Students. This can be used as a tool in providing information of the establishment. For Employees. To familiarize the employees on the marketing strategies that the company implemented. For Researcher. This study in formation and sight on the implementation of marketing strategies of Starbucks.