Chris Goldman

Trade Character

The name, inspired by Moby Dick, evoked the romance of the high seas and the seafaring tradition of the early coffee traders. It depicts a siren of the seas,


Mission Statement: To inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.

Starbucks Double-shot brand - coffee drink, blend of espresso and cream
Marketing slogan: Starbucks Double-shot. Bring on the day

Starbucks Frappuccino brand - coffee drink, blend of coffee and milk
Taglines: Starbucks Frappuccino. Work can wait.
Smooth out your day, everyday

Holiday Slogan: Lets Merry

Fun facts about starbucks

1. There are over 87,000 drink combination possibilities.

"If you take all of our core beverages, multiply them by the modifiers and the customization options, you get more than 87,000 combinations.”

2. Smiling is part of an employee’s job description.

"The employee handbook, called ‘The Green Apron,’ talks about connecting, discovering and responding, smiling… as a way to bond with customers,"

3. The tables are designed with solo diners in mind.

The small tables are circular so there don’t seem to be any “empty” seats and customers dining alone don’t feel—or appear—lonely.

4. The posted hours aren't exactly true.

"The 10 minute rule" The rule requires each store to open its doors 10 minutes before the posted time and close 10 minutes following the closing time.

5. The Starbucks name has literary inspiration.

According to Pour Your Heart into It: How Starbucks Built a Company One Cup at a Time, written by Starbucks chairman and CEO Howard Schultz, the conglomerate was named after Starbuck, a character in Herman Melville's novel Moby Dick. This nautical theme extended to the company’s logo as well, which Schultz said was inspired by a 16th-century Norse print of a “two-tailed mermaid, or siren.”

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Starbucks VIA

Starbucks has a product called VIA. It is a packet of coffee you can buy and take home fix any day you want. Its easy for quick fix, if you don't have time to go get coffee in the morning.

Primary Target Market

The primary target market for Starbucks, is teens and young adults. Teens and young adults are more drawn in to the environment, its a nice cool and feeling. Plus the product that they're selling is a caffeinated drink, and younger people are more active so they will be drawn in more to that.