Product details

Starbucks Corporation (Starbucks) was founded in 1971 by two teachers, namely, Jerry Baldwin and Zev Siegel, and writer Gordon Bowker. There was an interesting facet attached to the renowned coffee chain as it started its business journey by selling coffee beans and not coffee. The company gained momentum and acclaim after the arrival of Howard Schultz (Schultz) in 1988. Schultz was instrumental in the success saga of Starbucks. Over the years, the company became not just a simple coffee stop, but offered a premium experience to its customers worldwide, so much so that the customers coined 'Starbucks experience' as a term for visiting the coffee chain. The company had an extensive presence across the globe, touching all premium coffee markets across nations. The company had a presence of about 23,000 restaurants till November 2015. In order to increase its relevance and strengthen its global presence, the coffee chain announced some upscale chains such as 'Starbucks Reserve-only' stores that offered premium coffee to customers. The company also had plans of starting 'Roasteries', which would offer bakery items alongside coffee for its customers. Both the 'Reserve' stores and the 'Roasteries' were a part of the business strategy for the company in order to append its market shares. However it was to be seen whether the efforts of the world's premium coffee chain of starting upscale chains would reap benefits in the upcoming years?