HISTORY
The history of Starbucks starts back in 1971 when they opened a cafe in Seattle. Howard Schultz joined Starbucks in 1982. While on a business trip in Italy, he visited Milan’s famous espresso bars. He was impressed with their popularity and culture, and saw their potential in Seattle. He was right – after trying lattes and mochas, Seattle quickly became coffee-obsessed. In the 1990s, Starbucks spread beyond Seattle, first to the rest of the United States, then the entire world. After becoming one of the first companies to offer stock options to its part-time employees, Starbucks became a publicly traded company. The first Starbucks store in Australia opened in July 2000 at Hyde Park in Sydney, NSW. On Tuesday the 8th of March 2011, Starbucks marks its 40th year and celebrates by rolling out a new logo. The new logo has a simplicity and elegance designed to launch Starbucks into the next 40 years with a fresh new style. Advertising and communication As you know, starbucks has a unique logo that everybody is familiar with, they have a website that anybody can go to find there product range and any information they need. There is a website that is available around the globe to all people with wifi. It is shows there updated product range and success, and new information on there growth and changes in store. Issues Starbucks may come acrossStarbucks is a worldwide recognised corporation that is known for its excellent, quick coffee. But in starbuck's drastic climb to fame, issues have arisen. For example, Starbucks has used child labour for a source of farming in Latin American countries including Mexico, Columbia, and Brazil. In these countries, children have been working on competing with large growers for low prices. This means that as the prices of coffee beans went down, so did the workers' pay checks. These people as young as twelve in developing parts of South America were getting payed next to nothing for farming Starbucks' coffee beans for outrageous hours like 14 long hours a day. For many years, Starbucks was going along fine with it's set up of under-payed coffee growers, it was costing them so little, as they received 1 kg of coffee for only $1.49 which was then sold to customers for about $130 for a kilo of coffee beans. This all came screeching to a halt in October, 2006, when Oxfam released a campaign against Starbucks coffee.
Also, Starbucks has been recognised by many environmental associations for their contributions as a 'green' company. However, in the annual report, Starbucks has used on average 6.78 kw of electricity, 0.058 thermos of natural gas, and 23.4 million litres of water every day by keeping their taps running in every one of their 20,000 outlets worldwide. In 2002, Starbucks had started buying Fair Trade coffees and by 2009, became the world's largest buyer of Fair Trade Certified coffees. |