Case study: Starbucks

Abstract

This chapter explains a case study of Starbucks to provide practical insights into the art of thriving as a global business. Starbucks, a global coffee roaster and retailer, was founded in 1971, when the first store was opened in Seattle's 'Pike Place Market'. During 1982, Starbucks began to deliver coffee to restaurants and expresso bars. In 1992, Starbucks has gained popularity with 165 stores worldwide and became a public company, when it launched its initial public offering (IPO). An important milestone occurred in 1996, when Starbucks opened its first store in Japan, first store outside North America. In 2008, Starbucks launched My First Starbucks Idea, its first online community, and opened its business page on Facebook and Twitter. Presently, Starbucks is international coffeehouse chain, which offers a wide range of products including coffee, tea, and other beverages and also food. The revenues of Starbucks originated from following business segments: company-operated stores, consumer packaged goods (CPG), foodservice operations, and licensed stores.