Alliances with Colombian farmers have been helpful to promote their product uniqueness as well as a good relationship with their suppliers. For example, agreements to serve Starbucks coffee in Barnes and Noble, Nordstrom's, office coffee suppliers, hotels and airlines. ... Starbucks publishes and distributes a mail order catalog that offers its coffees, certain food items and select coffee-making equipment and accessories, and the Company maintains a web site at www.starbucks. com with an on-line store that allows customers to browse for and purchase coffee, gifts and other items via th...

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In 1981 Jerry Baldwin hired Howard Schultz, who at the time was a sales representative for one of Starbucks main coffee bean suppliers as the head of Starbucks management. ... Although Baldwin did not share the same enthusiasm for the coffee culture that Schultz experienced, he did allow Schultz to open up a little espresso bar in one of the six existing Starbuck stores. ... By positioning themselves as an authority in coffee, allows Starbucks to charge premium prices for their products. ... Marketing Starbucks as the "Third place " has allowed Starbucks to position themselves as a place to...

• Word Count: 1398
• Approx Pages: 6
• Has Bibliography

Company Background & Brand Description Starbucks began in 1971 when three teachers "Jerry Baldwin, Zev Siegel, and Gordon Bowker "opened a store called Starbucks Coffee, Tea, and Spice in a tourist area, called Pikes Place Market, in Seattle. These three partners shared an intensive attraction fo...

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They are also the only coffee suppliers of United Airlines' flights (Weinstein, Steve "The niche makers-, Progressive Grocer, 1997, Volume 76). ... These agreements also allow the company to resale Starbucks' coffee and related products in the licensed locations. ...

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Company to offer a stock option program that for full and part time employees, another step in retaining good employees and promoting low turnover. 1992 was a big year for Starbucks, as they completed their initial public offering, allowing shares of it's stock to be sold to the public. ...

• Word Count: 4526
• Approx Pages: 18
• Has Bibliography
• Grade Level: Undergraduate

EXECUTIVE SUMMARY Starbucks Coffee Company is North America's leading roaster and retailer of specialty coffees. Headquartered in Seattle, WA, Starbucks has 931 retails stores and 75 major airport locations. The Company's objective is to establish Starbucks as the most recognized and respected brand of coffee in the world. To achieve this goal, the Company will continue to rapidly expand its retail operations, grow its mail order and specialty sales operations, and selectively pursue other opportunities to leverage and grow the Starbucks brand through the introduction of new ...

• Word Count: 8060
• Approx Pages: 32
• Grade Level: High School