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Starbucks Essay

2646 words - 11 pages

Emma Klein
Kelly Dunbar
Senior Project
19 March 2013
Starbucks could be called one of the largest success stories in American history. The company started from humble beginnings and worked its way to the top. Starting from a small building in Pike Place market in Seattle Washington, there are now more than 20,000 locations worldwide. The company’s mission and goals have allowed it to succeed in a fast pace world, and Starbuck’s loyal customers have stuck by their favorite brand through it all. The Starbucks experience is unique from all others. The history and progress of the company have contributed to the Starbucks lifestyle we all know today.
In 1971 Jerry Baldwin, Zev ...view middle of the document...

This was a major deal because it was not very common to get complete health benefits at that time, especially if you were a part time employee. As you can imagine, Starbucks has been through many ups and downs. In 2009 they were forced to cut thousands of jobs and close many stores (The New York Times, 1). However, they persevered, and as the company has evolved, so has the Starbucks logo.
The Starbucks logo’s history has a long story itself. The concept of the logo is to capture an image of Seattle’s many sea ports and the seafaring history of coffee (Steve, 1). That is where the two-tailed mermaid came in, or Siren. The original icon of the siren was very suggestive but also showed the nautical theme that Starbucks was going for. Through the years, the Siren has evolved along with the company. The mermaid’s bare breasts that were exposed in the original logo are now covered by her long hair and the image is now cropped so you can no longer see her navel. Even after all of the changes, the siren is still the heart of the Starbucks and helped the company become what it is today .
The Starbucks mission is divided into 5 major focuses. The first and most important is the coffee. One thing that Starbucks declares very proudly is that the quality of the coffee always has and always will be the number one priority. Ethically sourcing the finest coffee beans the world has to offer will never be put on the backburner in the Starbucks empire (Starbucks, 1). Starbucks coffee buyers take time to travel to farms in Latin America, Africa, and Asia to make sure that only the highest quality coffee beans are being selected (Global Assets, 1). Another focus is their partners. All employees of Starbucks are called partners because they are passionate about their work. Partners are treated with respect and comfortable in their work environment, it is home (Starbucks, 1). In Howard Schultz book, Pour Your Heart into it, he states "The key is heart. I pour my heart into every cup of coffee, and so do my partners at Starbucks. When customers sense that, they respond in kind.” The customers of Starbucks are the next focus. Every customer’s experience is unique and they all connect with partners differently. Whether one is a regular or ordering their very first latte, a connection is made with that person, even if it’s only for a few moments (Starbucks, 1). Starbucks stores are what give the customers a sense of belonging. It has become a place where one can meet your friends, and escape. Whether you live a slow or fast pace life, Starbucks accommodates that (Starbucks, 1). Our neighborhood is where everything described above comes together. It becomes where a customer is comfortable. Taking the same route to and from work or school to stop by their Starbucks neighborhood is something the company takes pride in. Building relationships is what Starbucks strives to do every day (Starbucks, 1). The immense growth of the company shows just how...

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