星巴克研究应用报告英文.docx

Kathleen Corrigan, Jessie Huang, Yang Liu, Brendan SullivanReport and Analysis Kathleen Corrigan, Jessie Huang, Yang Liu, Brendan Sullivan Report and Analysis ACCT770101 Professor M. Crowley  Starbucks History and Mission Starbucks is a premier roaster, marketer and retailer of specialty coffee, operating in 68 countries. Formed in 1985, Starbucks Corporation’s common stock trades on the NASDAQ under the symbol SBUX.” The first Starbucks opened in the 1971, taking its name from a character in Herman Melville’s 19th century novel, Moby Dick. At this time, Starbucks sold only whole roasted coffee beans. In 1982, Howard Schultz joined Starbucks and eventually purchased the company in 1987. Schultz redirected the trajectory of Starbucks based on a business trip to Italy, where he visited Milan’s famous espresso bars. Impressed by the culture and popularity, he tried to imitate what he saw in Italy, giving rise to the current iteration of Starbucks as a hub for communities to come and drink coffee in a pleasant environment. After Starbucks’ initial success in Seattle, the coffee shop expanded throughout the U.S., and then globally. In the 1990s, Starbucks become the first company to offer stock to its part-time employees. In 1992, Starbucks became a publicly traded company with an initial public offering of $17. At this time, the company had 165 stores. In the 20XXs, Starbucks rose to become a world-leading brand, surpassing more than 6,000 locations globally (Fig. 1, The Daily Telegraph). (Fig. 1)From its inception, Starbucks’ mission statement, “To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time,” has helped form its core values: Creating a culture of warmth and belonging, where everyone is welcome. Acting with courage, challenging the status quo and finding new ways to grow our company and each other. Being present, connecting with transparency, dignity and respect. Delivering our very best in all we do, holding ourselv