COMPANY OVERVIEW
       Starbucks is an international coffee 
        and coffeehouse chain based in the 
        United States. Starbucks is one of the 
        largest coffeehouse company in the 
        world with around 11,006 stores 
        located in the US and more than 
        16,000 stores in 58 countries (early 
        2009)
       Company History
          1971-Founded in Seattle, Washington by Gordon Bowker, Jerry 
           Baldwin, and Zev Siegl.
          1971-First Starbucks coffee shop opens in Seattle’s Pike Place 
           Market-coffee bean roasting company
          1985- Howard Schultz becomes CEO and founds II Giornale Coffee 
           Company-espresso beverages using Starbucks coffee beans
          1987- Changes name to Starbucks Corporation
          1987-First stores outside of Seattle are opened in Chicago, 
           Vancouver, British Columbia.
          1995-Starbucks Coffee International opens in Japan
          1996-Begins selling bottles Frappuccino drinks
          2002-Fourtune magazine names Starbucks as one of the “100 Best 
           Companies to Work for”.
          2003-Acquires Seattle’s Best Coffee
     Problems
        What could Starbucks do to make its stores 
         an even more elegant “third place” that 
         welcomed, rewarded, and surprised 
         customers?
        What new products and new experiences 
         could Starbucks provide that would uniquely 
         belong to or be associated with Starbucks?
        How could Starbucks reach people who 
         strategic paths should Starbucks pursue to 
         achieve its objective of becoming the most 
         recognized and respected brand in the world?
     Situation Analysis: 
        Corporate Level
       Mission Statement
       Establish Starbucks as the premier 
        purveyor of the finest coffee in the 
        world while maintaining our 
        uncompromising principles while we 
        grow.