Establishment of an enterprise for the sale of coffee makers and coffee beans. Analysis of the main types of marketing used. Studying of legal and economic aspects of activity. Evaluation of possible problems, strengths and weaknesses of the company.
Introduction The story of Starbucks started in 1971, when the first shop opened in Seattle, Washington. The shop at the beginning merchandised only coffee producing machines and coffee beans. 10 years later, Howard Schultz was employed as a managing director of ‘Retail Operations’ and decided that they should retail drinks instead of equipments and beans. He did not persuade the proprietors, and he moved his personal path. Later, Schultz started his own enterprise the IL Giornale - chain of coffee bars in 1986. The following year owners of Starbucks sold the company to Schultz who changed the name of IL Giornale to Starbucks and rapidly began to enlarge. Starbucks is named after the first helper in Herman Melville’s Moby Dick. Its logo as well encouraged by the sea-characteristic a twin-tailed siren from myth of Greek. At the beginning of 21st century, Starbucks was operating to reach Schultz’s high-flying target of 500 shops in both European and Japan by 2003, in addition to his final target of 20000 section
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