Starbucks was founded in 1971 when a store called ‘Starbucks Coffee, Tea and Spice’ was opened in Seattle by three academicians. Over the next decade, the number of Starbucks stores rose to four, all in Seattle. In 1982, Shultz joined Starbucks as head of marketing. In 1983, he attended a houseware show in Italy. During the trip, he went to a coffee bar where he saw a barista serving different types of coffees to different customers, all the while maintaining a friendly conversation with them. After returning to Seattle, he shared his ideas with the founders on modifying the format of Starbucks to resemble the coffee bars he had seen in Europe. The founders, however, did not think much of the idea. This resulted in Schultz opening his own coffee bar, Il Giornale, in 1986...

Operations Case Studies | Case Study in Management, Operations, Strategies, IT and Systems, Case Studies

PayPal (7 USD)

EXCERPTS - Next Page>>