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1.0 Introduction
1.1 Starbucks Company Introduction
1.1.1 Starbucks Company’s Background
Starbucks Coffee Company was founded in 1971. The first store of this company was in Seattle’s Pike Place Market. At that time, this company was roaster retailer of whole bean and ground coffee, tea and spices. This company established over 55 countries with 17,000 retail stores and serves the uncountable customers. It was count in 2011. This company’s name was built after the first mate in Herman Melville’s Moby Dick.
In 1982, Howard Schultz was the director of retail operations and marketing, and Starbucks began to provide coffee to those fine restaurants and espresso bars. Since 1983, Howard was travelling to many countries and he was finding out the population of the certain countries such as Italy, Canada, and so on. He found those countries’ population had the potential market to develop the coffeehouse culture. Furthermore, Starbucks Coffee Company had provided full health benefits for the employees no matter those employees were full-time or part-time employees.
Today, many international airports have Starbucks Coffee Company. This market was developed since 1991; which the first licensed airport store was at Seattle’s Sea-Tac International Airport.
In 2000, Howard Schultz was promoted as chairman and chief global strategist and Orin Smith was the president and chief executive officer. In the same year, they had deal with an agreement about issued a license of TransFair USA to conduct the business of Fairtrade certified coffee in U.S. and Canada. Over the years to extend Starbucks Coffee Company’s market, in 2010, there have started to provide service of free unlimited Wi-Fi.
1.1.2 Starbucks Mission
Mission Statement: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.
Based on the mission statement above, it has the

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