Xiaochen Li

Business Development of Peet's Coffee & Tea
Kaldi, who discovered coffee in folklore, could have never imagined that, after hundreds of years, his bright red berries would become one of the most popular drinks in the world. America consumes about one-quarter of the world's coffee market. According to the National Coffee Association, the total number of U.S. daily coffee drinkers is over one hundred million (“Coffee”). As a result, the growth of the coffee business is rapid, and the competition between each company is intense. The competition emerged large numbers of successful entrepreneurs of the coffee business in the United States. Alfred Peet, the founder of Peet’s Coffee & Tea has been regarded as an outstanding representative of a successful entrepreneur in the coffee business. Alfred Peet was born in Netherland and worked as a tea taster before he immigrated to the United States in 1955 (“Alfred”). He decided to provide high quality coffee since he started his business in Berkeley, California in 1966 (“Alfred”). After years of development and successful operation strategies, Peet’s Coffee & Tea achieved great success and won a good reputation from customers, coffee suppliers, and employees. As an entrepreneur, Peet had to take risks from every decision and changed the company's strategy when the market adjusted; furthermore, his persistent insistence on the quality of product and a good work environment make him admired. Base on those characters and right strategies, there is still a bright future for Peet’s Coffee & Tea.
A successful entrepreneur should know how to make maximum profit from investment and long-term vision. Therefore, Alfred Peet was a successful entrepreneur because of his momentous business decision and long-term view, which made his business so successful. First of all, like other entrepreneurs, Peet took