Class Notes (811,227)
Canada (494,571)
Brock University (11,942)
Marketing (44)
MKTG 2P91 (16)

Starbucks Paper-1.docx

3 Pages
Unlock Document

Brock University
Jacqueline Glenney

There are two separate time lines for the Starbucks organization; we will be focusing on the Canadian branch. The first Starbucks opened 1987 in Vancouver, British Columbia. It formed an alliance with Chapters in Canada. This alliance allowed Starbucks to reach an easy market, typically people in a bookstore are looking for somewhere to relax and enjoy. It created a presence for Starbucks and people sat and sipped coffee while they read the latest novel. Starbucks exploded into Toronto with five stores opening on the same day in 1995. The busy city again provided an easy for the newer company, the hustle and bustle of busy business people all searching for a quick but sophisticated beverage and possibly a place to spend their break with co-workers. Starbucks continued to take over the country moving into Saskatchewan in 1999. In 2001 Starbucks Canada incorporated with the international Starbucks Coffee Company. In 2004 they moved to supermarket shelves allowing customers to take the Starbucks experience into their own homes. 2005 was the year when the 400 Company th th operthed and 100 licensed locations opened, a defining moment fth the coffee company. The 500 location was opened in 2005. March 2007 was the 20 anniversary for the Canadian Starbucks, a company that 20 years before was a simple single store in Vancouver BC. The next major defining moment came in 2010 when they were named one of the Global 100 most sustainable corporations in the World. They have also been named one of Canada’s top 10 most admired corporate cultures. The initially small company is now a household name. The mission statement for Starbucks can be found on the Starbucks website and is broken down into six parts. First “Our Coffee,” this portion focuses on the company’s constant desire to provide quality coffee from an ethical source. Second “Our Source,” this explains how they want diversity and trust between them and their partners. The third section is “Our Customers,” and describes the friendly services and personal connections that come from it. The fourth section “Our Stores,” talks about the feeling of belonging and humanity. The fifth part, “Our Neighbourhood,” the desire for community and neighbourliness. The sixth and final section, “Our Shareholders,” describes how investors will gain s the company focuses on the other five parts of its mission statement. Starbucks also places a lot of focus on ethical business practices. Their website explains how they work to protect all parts of their mission statement by acting ethically from in store staff to the CEO. They have developed standards for business conduct, which is read and utilized through the entire organization. This strong focus on ethics has create a seemingly scandal free organization with a strong presence in the coffee market. Founded in 1971; the world-renowned coffee brand now has numerous stores and had found its way into the daily routine of millions of people. According to Paul Patterson the beginning was great for Starbucks and the prospects were endless. “Starbucks was opening an average of one store per day” in 1992. However impressive the number, Starbucks increased to a point where “it claimed to be opening seven stores a day worldwide” in 2008. (Patterson) According to Bryan Seaford, the impressive success of Starbucks was not anticipated, nor was the extraordinary brand evolution which would unfold. He goes on to explain that Starbucks today is not the same brand they were at the start. They transformed into the place where Schultz, the sole proprietor, hoped would be his customers “Third Place” to spend time, after home and work. A study by the Euromonitor in 2008 showed that in comparison to 2002, when Starbucks’ share of the North American Specialty Coffee Market was 44%, the 2007 share jumped to 62%. To a certain extent, this expansion was mirrored in other areas across the world, specifically in Western Europe and the Asia Pacific. The suc
More Less

Related notes for MKTG 2P91

Log In


Don't have an account?

Join OneClass

Access over 10 million pages of study
documents for 1.3 million courses.

Sign up

Join to view


By registering, I agree to the Terms and Privacy Policies
Already have an account?
Just a few more details

So we can recommend you notes for your school.

Reset Password

Please enter below the email address you registered with and we will send you a link to reset your password.

Add your courses

Get notes from the top students in your class.