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Starbucks Analysis Paper

4267 words - 17 pages

PAGE PAGE 17 Starbucks Coffee
Running head: STARBUCK'S COFFEE ANALYSISStarbuck's Coffee Analysis PaperJona Boney, Laurie Spivey, Suzi Hunt,Sky Borromeo, Jarrod Trantham, Billi Jo DoyleUniversity of PhoenixTEC/401Professor InlongApril 30, 2008Starbuck's Coffee Analysis PaperStarbucks Corporation is a transnational coffee and coffeehouse chain company based in the United States (Thompson, Strickland, 1999). Starbucks is the larges coffeehouse company in the world. There are over 15,011 stores in 44 countries (Thompson, Strickland, 1999). Starbucks sells drip brewed coffee, espresso-based hot drinks, and other hot and cold drinks, snacks and items such as mugs and coffee beans (Thompson, Strickland, 2009). The company also markets music, books, and films. Starbucks was founded in Seattle Washington. There were three investors, the first was Jerry Baldwin who was an English teacher, Zev Siegel was the second and he was a History teacher, and writer Gordon Bowker was the third (Thompson, Strickland, 1999). During there first year open purchased green coffee beans from Peet's, as they started to grow the bought from farmers.It was founded as a local coffee bean roaster and retailer, and has grown rapidly through the years. Starbucks opens approximately seven stores a day worldwide (Thompson, Strickland, 1999). The first location outside was established in 1996 (Thompson, Strickland, 1999). Through all of the growth of Starbucks they needed to grow in technology to expand their business. Therefore as times changed and their business grew dramatically the demand for new technology grew. This learning team will discuss the current technology, value chain, social contract, global issues, and how they managed change. This learning team will show how important technology was to the growth of the business.Through technology and by contributing back Starbucks is meeting their social contract. Producing quality coffee means more than just selecting the finest beans on the market. Starbucks also believes in establishing and building mutually beneficial relationships with coffee farmers and coffee communities that they work with. "Collaborating with farmers through the Farmer Support Center, located in Costa Rica, Starbucks is able to provide technical support and training which promotes high-quality coffee for the future" (Good Coffee, Doing Good, 2008)."Contributing positively to their communities and environment is so important to Starbucks that it's one of the six guiding principles of their mission statement. They work together on a daily basis with partners (employees), suppliers and farmers to help create a more sustainable approach to high-quality coffee production, to help build stronger local communities, to minimize our environmental footprint and to be responsive to the customers' health and wellness needs" ( As a way of giving back to the community, Starbucks proudly supports a couple different organizations. The first...

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