Starbucks was founded in 1971 by three partners in Seattle.
Howard Schultz joined Starbucks in 1982 as director of retail operations and marketing.
Schultz realized the opportunity of coffee shops in Seattle while returning from Milan, Italy.
After 2008-2009 recession Starbucks changed their strategy.
The company no longer focused on rapid expansion of stores and products.
Closed under performing stores.
Refocused on the quality of the coffee.
Eliminated expensive coffee drinks.
What else has changed ?
Repriced their products.
Low-priced breakfast pairing promotion.
Atmosphere of the coffee shops and overall Starbucks experience.
All the partners have the right to comment on any decisions or action through "Mission Review" system.
Another key part of the Starbucks image involves its commitment to ethics and sustainability.
A website called Shared Planet was launched to become a medium of communication between the company.
Shared Planet has three main goals: to achieve ethical sourcing, environmental stewardship, and greater community involvement
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