MARK301- Starbucks

MARK301- Starbucks - John Coghlan Professor Vondran MARK...

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John Coghlan Professor Vondran MARK 301 Starbucks Coffee Corporation is an international coffee company based in Seattle, Washington. It was founded in 1971, by three friends with a passion for quality coffee. Jerry Baldwin, Zez Siegl, and Gordin Bowker were frustrated with the lack of gourmet coffee available and decided to create a retail store where consumers could buy gourmet coffee beans at reasonable rates. Opening in Pike’s Place Market in Seattle, Starbucks grew faster than anticipated, expanding to six retail outlets by 1980. Losing Zev Siegl in 1980, Starbucks followed by hiring Howard Schultz as head of marketing. Schultz was then Vice President of Hammerplast, a Swedish manufacturer whom they had been purchasing coffee thermoses through. In 1982, as the head of marketing, Schultz traveled to Italy where he notices the popularity of espresso bars and realizes the potential to develop a similar market in the United States. Schultz opens his own coffeehouse in Seattle, Il Gironale offering espresso beverafes in a comfortable setting, brewed with Starbucks coffee beans. Never keen on venturing away from their original goal of offering gourmet coffee beans through retail outlets, the original investors sell their Starbucks coffee brand to Schultz and a group of investors for 3.8 million. Schultz then changed the name of Il Gironale to Starbucks and converted Starbucks roasting outlets into coffeehouses with atmospheres similar to those he had witnessed in Italy. For the
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This note was uploaded on 05/05/2008 for the course MARK 301 taught by Professor Na during the Spring '06 term at Loyola Chicago.

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MARK301- Starbucks - John Coghlan Professor Vondran MARK...

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