Ch. 1 - Overview of Marketing  (Brief History and Mission Statement)

History-The history of Starbucks strats back in 1971 when the first store opened in Seattle, Washington. Jerry Baldwin, Zev Siegl and Gordon Bowker got the idea from Alfred Peet (of Peet's Coffee fame). The store initially sold just coffee beans and coffee making equipment rather than the drinks they have become so famous. After about 10 years, Howard Schultz was hired as Director of Retail Operations and came to the conclusion that they should be selling drinks rather than just the beans and machines. He couldn't convince the owners, so her went his own way to start the || Giornale chain of coffee bars in 1986. The next year, Baldwin and the others sold Starbucks to Schultz who the renamed his || Giornale  locations to Starbucks and quickly started to expand. (Source: Coffee.org)

Mission Statement- "To inspire and nurture the human spirit - one person, one cup, and one neighborhood at a time". (source: starbucks.com)