Chapter 01- An Overview of Marketing

Starbucks Coffee Company is an American coffee company and coffee house which was founded in 1971. At first, the company was a single store in Seattle’s historic Pike Place Market. From just a narrow storefront, Starbucks offered some of the world’s finest fresh-roasted whole bean coffees. The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders. In 1981, Howard Schultz (Starbucks chairman, president and chief executive officer) was drawn into Starbucks and joined a year later. in 1983, Howard traveled to Italy and he had a vision to bring the Italian coffeehouse tradition back to the United States. A place for conversation and a sense of community. A third place between work and home. He left Starbucks for a short period of time to start his own Il Giornale coffeehouses and returned in August 1987 to purchase Starbucks with the help of local investors. In 1994, they hired wright Massey as their store designer. Good quality of goods and service, clear market positioning, and positive marketing helps Starbucks growing quickly, and become a world famous brand. From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.Today, with more than 18,000 stores in 62 countries, Starbucks is the premier roaster and retailer of specialty coffee in the world. 

Starbucks Coffee Company puts efforts in environmental impact. That reduces the amount of trash and turns waste into wealth. In 2004, Starbucks began reducing the size of their paper napkins and garbage bags. And their polypropylene cups use 15% less plastic and create 45% carbon emissions than a cup made from PET. In 2009, the Starbucks implemented a new water saving solution,they changed dipper wells with push button metered faucets for rinsing. According to the report, this new technology saves up to 150 gal of water per day in every store.They also put efforts in recycle. In 1999, Starbucks started a program called"Grounds for your Garden". That means Starbucks recycles used coffee grounds and use them as compost  in the garden.Now they use corrugated sleeves made from 60% post-consumer recycled fiber. and customers can get 10 cents discount if they bring their own reusable cups.That's is a method to remind people to bring their own cup and reduce the usage of the paper cups. Also, they use electric hand dryers instead of paper towels in their restrooms, which is friendly to the environment and reduce wastes of trees.

Starbucks mission statement: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.