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Starbucks New York Case Study 2022

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Added on  2022-09-26

Starbucks New York Case Study 2022

   Added on 2022-09-26

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Prepared by: Dr. Karolina Łudzińska - 1
Photos: starbucks.com
Case study: Starbucks
The Starbucks story begins in 1971 along the cobblestone streets of Seattle’s historic Pike Place Market.
It was here that Starbucks opened its first store, offering fresh-roasted coffee beans, tea, and spices from
around the world for our customers to take home. The name was inspired by the classic tale ‘Moby-Dick’,
evoking the seafaring tradition of early coffee traders.
Ten years later, a young New Yorker named Howard Schultz would walk through these doors and become
captivated with Starbucks coffee from his first sip. After joining the company in 1982, a different
cobblestone road would lead him to another discovery. It was on a trip to Milan in 1983 that Howard first
experienced Italy’s coffeehouses, and he returned to Seattle inspired to bring the warmth and artistry of
its coffee culture to Starbucks. By 1987, Starbucks swapped its brown aprons for green ones and
embarked on the next chapter as a coffeehouse.
Starbucks would soon expand to Chicago and Vancouver, Canada, and then on to California, Washington,
DC, and New York. By 1996, they would cross the Pacific to open their first store in Japan, followed by
Europe in 1998 and China in 1999. Over the next two decades, Starbucks would grow to welcome millions
of customers each week and become a part of the fabric of tens of thousands of neighbourhoods around
the world.
Starbucks handles all of the procurement of its own coffee beans, which it sees as one of its
competitive advantages. The coffee buyers appointed by the company select the finest quality coffee
beans from producers in Latin America, Africa, and Asia. The green or unroasted beans are purchased
directly from the farms by Starbucks buyers. These are transported to storage sites, after which the
beans are roasted and packaged. The beans are then sent to distribution centres, some of which are
company-owned and some of which are operated by other logistic companies. The company does not
outsource its procurement, ensuring high-quality standards from the point of selection of coffee
beans.
Starbucks operates in more than 80 markets, either in the form of direct company-owned stores or
licensed stores. (Starbucks does not follow the traditional franchising terms.) The company has more
than 32,000 stores worldwide. It is also the owner of several brands, including Starbucks Coffee,
Teavana, Evolution Fresh, Seattle’s Best Coffee and Ethos Water.
Starbucks New York Case Study 2022_1

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