Starbucks: from Seattle to the World

Photo: "Starbucks: nothing to do with Coffee" 2 ○○ published by Citic Publishing House in 2008

Starbucks, a coffee brand familiar to many consumers, was founded in 1971. Since its successful listing on NASDAQ in 1992, Starbucks has been operating by leaps and bounds, with sales growing at an average annual rate of more than 20%.

After years of development, Starbucks has evolved from a small mermaid in Seattle to a "Hulk" with more than 10,000 chain stores in more than 50 countries and regions around the world. Starbucks shares have climbed tenfold, surpassing big companies such as General Electric, Pepsi, Coca-Cola, Microsoft and IBM. Today, Starbucks has become a world-famous coffee retailer, roaster and owner of first-class brands, and its expansion rate has been talked about by the world's top business magazines such as Fortune and Forbes.

Howard, author of Starbucks: nothing to do with Coffee. Biha joined Starbucks as a senior executive in 1989, when it had only 28 stores. He served as Executive Vice President of Starbucks sales and Operations, President of International, and President of Starbucks North America. He has made indelible contributions to the development of Starbucks.

During his many years as a senior executive at Starbucks, Howard. Biha helped Starbucks build its corporate culture, which emphasizes the importance of people over profits. He has trained hundreds of leaders at all levels and helped Starbucks grow into a world-class brand.

The author describes the founding process of Starbucks, such as how to open its own unique coffee path in areas where there is no coffee culture at all, how to choose the location of stores, how to boldly open several Starbucks stores on the same street, how to design chic "mermaid" logos, how to design and position products, and how to attract customers and enhance customer stickiness. How to plan its more gorgeous corporate vision, so as to develop into an international chain organization and so on.

The content of this book is progressive, showing readers the evolution of Starbucks Coffee Empire, and makes a rational, fair and profound analysis. At the same time, readers will also learn how Starbucks attracts its loyal customer base through a grasp of consumer psychology and social customs, and is sweeping the world with its "ubiquitous" strategic model.

After reading this book, readers will also find that Starbucks is not just selling coffee, in fact, it is a way of life, it is changing our philosophy of life.