Starbucks Coffee Company

The Career Fitness Program: Exercising Your Options (9th Edition)

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Nadeya Hassan Professor Elliman Business 1100 10/19/2010 The successful corporation of Starbucks Coffee Company opened operations in Seattle's Pike Place Markets in 1971 with the entrepreneurs, Jerry Baldwin, Zev Siegel, and Gordon Bowker. By their primary product being whole bean coffee, the expansion of the company began to officially take over after Howard Schultz, former vice president of a Swedish company, became the director of managing and overseeing Starbucks retail stores in 1982. With his understanding the concepts and culture of espresso shops of Milan, Schultz then utilized Starbucks ability to provide quality coffee beans by incorporating Milan’s concepts into Seattle. With the originating name, “Starbucks Coffee, Tea and Spices” coming from the American classic, Moby Dick, the name matched the setting of Seattle’s cold weather, heating up the city with various bold aromatic coffee blends. After realizing how much potential Starbucks possessed, he requested Jerry Baldwin to accompany him by setting out a portion of the store to have his own espresso bar. Baldwin,
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