Starbucks Brand Development

Founded in the early 1970s Starbucks has grown into the world's most important coffee company. It was a simple Seattle project that originally focused on selling high quality coffee beans and equipment. In the 1980s, in addition to beans and equipment, the company expanded the scope of coffee and espresso drinks. In the 1990's, the company opened its first Japanese store in Tokyo and soon opened in England. In the 2000s, the company broke out in Mexico, Peru, El Salvador, Guatemala in the South American Continent.

Why did Starbucks make a big success in the early 1990's? Is Starbucks' value proposal so convincing? What is the brand image of Starbucks at this time? Is the value proposition still valid in 2002? The amazing achievement of Starbucks in the early 1990's resulted from Howard Schultz's enthusiasm and vision of creating a coffee culture in the United States as well as the coffee culture he experienced while traveling in Italy. Schulz's vision for the Starbucks brand is to provide top quality customer service in a pleasant atmosphere while providing high quality products.

In the 1980s there was no unified global coffee brand, there was an instant coffee brand in the world. However, since then, Starbucks has become an overwhelming coffee brand in the world. Schulz, he is the founder of Starbucks. He has developed Starbucks in just 30 years, from a small coffee shop to 4,500 coffee chains. The company produced a certain amount of accumulated equipment, variety display, color, design, music, and the scent of coffee at the same time, resulting in a constantly attractive and interesting atmosphere that evokes the romance of coffee. Please reward customers with passion and ritual about coffee, stories and surprises. Building a romantic space and beautiful scenery in this town

Organization History Development Summary The Starbucks Coffee Company was founded in Seattle Pike Place Market (Introduction to Starbucks) in 1971. The company's original name was Starbucks' coffee, tea, spices, then changed to a Starbucks coffee company. - Background of the Starbucks Case Study In 1971 a small coffee shop in Seattle started activities specializing in selling all Arabica coffee beans. After the acquisition by Howard-Schulz in 1982, after a rapid growth by the middle of 2002, the company became a major professional coffee brand in North America, operated approximately 4,500 stores, 400 international stores and 930 licenses . Certificate

Exploring the Market - Starbucks has pioneered the special coffee industry market for the US. In connection with this, Starbucks created brand recognition and coffee shop demand in the American population. You can achieve better market penetration through appropriate stores and standardized services available around the world. Diversification Strategy - Starbucks offers a diverse product portfolio to gain higher market share. Advertise the Starbucks new product related to the beverage business. This strategy will help Starbucks grow based on the overall ratio of operations and services. They developed their own products and acquired companies such as Ethos water. Since its founding, product differentiation has always been its central competitiveness.