MKTG 2P91 Lecture Notes - Starbucks, Tim Hortons

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20 Nov 2012
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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 400th Company
operated and 100th licensed locations opened, a defining moment for the coffee company. The
500th location was opened in 2005. March 2007 was the 20th 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
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