INTRODUCTION

Starbucks coffee company as it is now known was first started as a single store in Seattle’s historic Pike Place market in 1971, where it still stands today (pictured right). It was created by three entrepreneurs; english teacher - Jerry Baldwin, history teacher - Zev Siegl and writer - Gordon Bowker. Starbucks orginally started as a coffee bean store but has grown to now offer approximately 14 varieties of coffee in addition to other products.

In 1981 Howard Schultz joined the company in Seattle as the Director of Marketing. In 1983 Schultz visited Italy and was amazed by the coffee varieties and industry there. Upon returning he proposed that Starbucks offer traditional expresso beverages and beans. The idea was rejected so Schultz left Starbucks and opened his own coffee company called II Giornale in 1985. In 1987 the owners of Starbucks sold the company to Schultz for 3.8 million dollars, who then rebranded II Giornale as a Starbucks and the chain of coffee companies was born. Presently Schultz still serves as the chairman, president and cheif executive officer (CEO) of Starbucks. Schultz is also a significant stakeholder in Jamba Juice which can best be described as a "better-for-you" beverage company.

Under Schultz’s guidance Starbucks grew from a single coffee bean company in seattle to probably the most famous coffee company worldwide. Starbucks has 15,000 stores in 50 different countries. In America alone there are 7950 Starbucks outlets. Starbucks is also very philanthropic; they do community service, a recent example was helping in the effort to rebuild New Orleans after hurricane Katrina. They are environmentally responsible as they practice recycling and water conservation to name a few. Also the operations department really emphasize 'ethical sourcing' by purchasing their ingredients and other inputs such as coffee, tea and cocoa from ethical sources as opposed to immoral or illegal suppliers such as those who use child labor.