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概述公司的历史发展

星巴克咖啡公司1971年创立于西雅图派克市场（星巴克公司简介）。公司最初的名字是星巴克咖啡、茶和香料公司，后来改为星巴克咖啡公司。星巴克自从以美国作家赫尔曼麦尔维尔的白鲸记里的大副命名后，就成为了世界上各种特色咖啡的主导零售商，在北美、欧洲、中东、拉丁美洲和太平洋沿岸都有它的咖啡馆。全世界，每个星期大约有3500万消费者光顾星巴克。星巴克的第一个创始人，是被英语老师杰里鲍尔温、历史老师西格尔和作家戈登所发掘的。这三位老师的灵感都来自于奥得弗雷德，他们很了解他，一起在派克市场开了第一家店。最初，这家店专注于销售咖啡豆类产品和设备，而不是卖咖啡。过了第一年，他们就直接向农户购买咖啡豆，不再进行烘烤。这个公司保持了小规模，区域性的特点，并维持了很多年，那个时候全国范围内还没有很好的咖啡市场。最初在1971-1976年间，星巴克的位置在西大街2000号。后来搬到派克市场1912号，直到现在，那个店都还开着。在他们经营的第一年，他们购买绿色的咖啡豆，后来开始直接向种植户购买。

Summary of organization’s historical development 

Starbucks Coffee Company was founded in 1971 in Seattle’s Pike Place Market (Starbucks Company Profile). The original name of the company was Starbucks Coffee, Tea and Spices, later changed to Starbucks Coffee Company. Starbucks was named after the first mate in Herman Melville’s Moby Dick is the world’s leading retailer, roaster and brand of specialty coffee with coffeehouses in North America, Europe, Middle East, Latin America and the Pacific Rim. Worldwide, approximately 35 million customers visit a Starbucks coffeehouse each week (Starbucks Comapy Profile). The first founders of Starbucks were founded by English teacher Jerry Baldwin, history teacher Zev Siegel, and writer Gordon Bowker. The three were inspired by Alfred Peet, whom they knew personally, to open their first store in Pike Place Market. The store originally focused more on the sale of beans and equipment than on selling prepared coffee. After that first year, they bought their beans direct from farmers before roasting them. The company remained small and regional for years and there was not much of a specialty coffee market nationwide. The original Starbucks location was at 2000 Western Avenue from 1971-1976. That store then moved to 1912 Pike Place where it is still open. During their first year of operation, they purchased green coffee beans then began buying directly from growers (Jerry Baldwin Bio). 

Howard Schultz’s first experience was similar as most customer that walk into a Starbucks store. When he first walked into a Starbucks Coffee Company Store in 1981 he fell in love. Schultz did not fall in love with carefully chosen coffee beans that make the coffee, similar to new Starbucks customers. He fell in love with the culture, individualism, and opportunity of the Starbucks Coffee Company Store, which only consisted of a three-store chain. Schultz was convinced that he wanted to be a part of a great company in the great city of Seattle and approached the owners about becoming Starbucks director of Marketing. 

After one year at Starbucks, Schultz was traveling in Milan, Italy when he realized coffee bars provided a location for socializing and relaxing (Griffin & Moorhead, 2007, pg.54). He believed that this was a culture that could soon fulfill a social aspect that restaurants and shopping malls fail to address in the United States (Griffin & Moorhead, 2007, pg.54). When Schultz returned home he presented the owners with the idea to enter the highly competitive restaurant business. The owners refused Schultz’s idea, which led him to seek new opportunities in the coffee bar business. Schultz went on to found a successful coffee bar business and, eighteen months later used the profits to buy Starbucks (Griffin & Moorhead, 2007,). 

Organizational Objectives 

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