Analysis of the Starbucks case IndexI. Executive SummaryII. Company profileIII. Marketing analyticsIV. CompetitionV. Company products and servicesVI. Recommendations/ConclusionsI. Executive SummaryIn 1971, three young entrepreneurs founded the Starbucks Corporation in Seattle, Washington. Their main goal was to sell whole coffee beans. Soon after, Starbucks began experiencing tremendous growth, opening five stores, all featuring roasting facilities, coffee bean sales, and space for local restaurants. In 1987, Howard Schultz purchased Starbucks from its original owners for $4 million after expanding Starbucks by opening three cafes. These bars were born from an idea originally proposed to the owner who brought him into the company as head of retail and marketing. Overall, Schultz's strategy for Starbucks involved slow growth. Starbucks continued to suffer financial losses and general operating expenses increased as Starbucks continued its slow expansion process. Despite initial financial problems, Starbucks continued to expand to 870 stores by 1996. Sales increased by 84 percent, which brought the company out of debt. With growing success, Starbucks planned to open 2000 stores by 2000.II. Company ProfileStarbucks credits its employees for much of its success. This is primarily due to maintaining an exceptional and proven work environment for all employees. The company does not have a formal organizational chart; All employees are permitted by management to make decisions without referral from management. Furthermore, management trusts and supports employees' decisions and this is what allows employees to think of themselves as part of the company, so they feel like a real asset and not just another employee. In addition to being the best-known purveyor of the finest coffee and promising only the highest quality products, Starbucks emphasizes corporate values ​​and provides guidelines to improve employee self-esteem. This is to ensure continued customer satisfaction. Additionally, diversity has become a priority to provide an inviting environment for all consumers. Starbucks continues to stick to a slow and rigorous growth policy where it aims to dominate a market before moving on to expansion, so history has shown that this strategy has been successful for Starbucks, making it one of the fastest growing companies globally. national.III. Marketing AnalysisAs we know, Starbucks has made a name for itself by producing and selling coffee and specialty coffee drinks. He made his biggest impression by becoming the espresso expert and public educator on how to make the perfect espresso; The company's "roasters" are trained for a year.