I am very thankful to everyone who all supported me, for I have completed my project effectively and moreover on time

. I am equally grateful to my teacher Mrs.Anuradha for guiding and instructing me in different matters regarding the topic . She has been very kind while suggesting me the outlines of this project and correcting my doubts. I thank her for her overall support.
KULSOOM FATIMA
BMS - V

Starbucks, named after the first mate in Herman Melville's Moby Dick, was founded in 1971 at Seattle's Pike Place Market by three atypical businessmen, Gordon Bowker, Jerry Baldwin, and Zev Siegl. Starbucks mission is to "inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time." Starbucks purchases and roasts highquality whole bean coffees and sells th em along with fresh, rich-brewed, Italian style espresso beverages, a variety of pastries and confections, and coffee-related accessories and equipment -primarily through its company-operated retail stores. In addition to sales through companyoperated retail stores, Starbucks sells whole bean coffees through a specialty sales group and supermarkets. Additionally, Starbucks produces and sells bottled Frappuccino coffee drink and a line of premium ice creams through its joint venture partnerships and offers a line of innovative premium teas produced by its wholly owned subsidiary, Tazo Tea Company. The Company's objective is to establish Starbucks as the most recognized and respected brand in the world. Starbucks has always followed the unconventional strategy of using its in-store experience as its main marketing tool. Everything about the Starbucks experience marketed the Starbucks business: the coffee in the iconic white logo cup, the personal interaction between a customer and a Starbucks barista, the in-store decor, the music playing overhead, the welcoming smell of the coffee, and the feeling customers had during their Starbucks moment. Starbucks goes to a great effort, and pays twice as much for its This dramatic change in marketing strategy coffee as its competitors do, and is very careful to help coffee goes to show us how seriously the company producers in developing countries is taking the soft comp sales and declining grow coffee without pesticides and transaction comps. Starbucks is willing to in ways that preserve forest risk its go-to-market strategy by spending structure. significant monies on television ads to lure customers during the Holiday season.

Business Marketing

Starbucks forms alliances with other companies and social groups across the world, at the same time they are improving the company's brand awareness and reputation; furthermore, they are exposing the brand name and products to potential new customers on a regular basis.

For example, Starbucks partners with Barnes and Noble bookstores since 1993. They established an in house coffee shop in plenty of Barnes and Noble stores. Starbucks also has formed an alliance with United Airline, offering the company's coffee in brand labelled cups on board. The coffee company has formed an alliance with ice cream manufactures to use the Starbucks flavored ice cream and brand. Furthermore, the firm partners with the National Association for the Advancement of Colored People (NAACP). The collective purpose of this alliance is to support the advancement of both parties' goals which is to fight for social and economic equality. These are only a few example of the many alliances that Starbucks has been taking care of. However, the company attaches great importance to relationship marketing. Starbucks is a loyal and dedicated partner who guarantees top quality and satisfaction

 Bringing the most interesting stuff on the Internet right to your comfy chair.

The Starbucks Digital Network serves up fresh content and plenty of surprises from the biggest names in news and entertainment. The website at starbucks.yahoo.com is a rich blend of great things to read, watch and listen to making your coffeehouse experience even more enjoyable.

Get breaking news and much more with free access to subscription editions of The Wall Street Journal, New York Times, USA Today, The Economist, and ESPN Insider. Listen to great music from Apple and Starbucks Entertainment. Kick back with exclusive iTunes downloads as you read the latest thoughts on our music blog. Something for everyone with free access to everything from Nick Jr. and Marvel Digital Comics to documentaries from Snag Films

AT&T Wi-Fi

Enjoy great coffee and the Internet at your fingertips. Starbucks offers free, one-click, unlimited Wi-Fi at all company-owned stores in the United States, including instant access to the Starbucks Digital Network. Theres no purchase or subscription required, no password needed and no time limit on your session.

Just open a browser on your laptop or mobile device and click Connect. They provide with a great digital experience to go with your great cup of coffee

Entertainment

What would the coffeehouse be without great music? Well it wouldnt be Starbucks, for one thing. Were just as passionate about music as we are about coffee. Thats why we handpick all the tunes you hear in our stores. We take pride in creating unique compilations you cant find anywhere else. Because helping people discover their next favorite artist or recording is one of our favorite things to do.

 Mobile Applications

Presenting the fastest way to pay for your purchases at nearly 7,000 company-operated stores, more than 1,000 Target stores and nearly 1,000 Safeway stores, with mobile applications for iPhone and Android. With the Starbucks for iPhone and Android, you can check your balance, reload your card with any major credit, view your transactions and conveniently track your Stars in the My Starbucks Rewards program on your iPhone, iPod Touch or Android. Just scan and go!

Online Community

Aside from fine coffee, its the wonderful people we can meet that make Starbucks so special. People like us. People with ideas, passion and curiosity. They make coffeehouses warm, welcoming places to gather. And we are the one to give voice to in our online communities. To have fun, dream big and connect to the people and ideas that interest you. Because Starbucks believe marvelous things happen when you put great coffee and great people together.

See What is Going On-

Store Design

Sustainable design and build methodologies are part of our DNA.

We believe a coffeehouse should be a place to find connection. We believe it should fit seamlessly within its neighborhood. And we believe its environmental impact should be as minimal as possible. Our store designs are rooted in our coffee heritage, and in our Starbucks Shared Planet community involvement and environmental stewardship goals. So our designs reflect the character of a stores surrounding neighborhood and help reduce environmental impacts. As our stores are built and renovated, we will source materials and employ craftsmen on a local basis and incorporate reused and recycled elements where possible. To guide our efforts, were using the U.S. Green Building Councils LEED certification program as a benchmark for success. (LEED is short for Leadership in Energy and Environmental Design.) We aim to achieve LEED certification globally for all new, company-owned stores beginning in late 2010. Each new and renovated store uses one of four design concepts. We invite you to explore them: Heritage coffeehouses reflect the mercantile roots of our first store in Seattles historic Pike Place Market with worn wood, stained concrete or tile floors, metal stools and factory-inspired lighting. Large community tables, club chairs and wood blinds evoke a turn-of-the-lastcentury feeling.

Artisan

stores echo the industrial past of urban markets, taking inspiration from the Modernism of the 1930s. This motif celebrates simple materials like exposed steel beams, masonry walls, factory casement glass and hand-polished woodwork in a creative gathering place for culture and the arts.

 Regional Modern

embodies a trend-setting style that is comfortable and welcoming. We use bright, loft-like, light-filled spaces punctuated with regionally inspired furniture and culturally relevant fabrics to create a calm and contemporary respite from the clamor of the fast-paced world.

Concept

stores are unique environments created by our designers to explore innovations within the coffeehouse. We call them our design sandboxes. That sense of exploration is extended to everyone who visits, through daily coffee and tea cuppings, artistic events and community gatherings.

Commitment to Community

Starbucks is dedicated to supporting communities around the world where we live, where we work and in the countries where our coffees are produced.

Cultivating Change one relationship at a time.

Starbucks is committed to doing business responsibly and helping communities thrive. And while our vision is big, were doing things to extend our reach at the same time. We are focused on galvanizing a passionate network of our diverse partners, customers, nonprofit organizations, businesses and civic leaders for innovative, positive change. Each relationship brings specialized expertise and experience to the table, and they work with us to create innovative solutions that support our commitments to ethical sourcing, environmental stewardship and community involvement. Every one of them plays a part in our success, and theyre crucial to helping us reach our goals. We're proud to work with:
Abyssinian Development Corporation

In addition to providing housing, workforce development and social service programs in the Central Harlem neighborhood, Abyssinian Development Corporation (ADC) supports the integral role that education plays in the economic well-being of the individual and the community by operating six traditional public schools in Harlem and The Bronx. SINCE 2011 AREA OF COLLABORATION Community

American Red Cross

The American Red Cross is the nation's premier emergency response organizations, and shelters, feeds and provides emotional support to victims of disasters. In addition, the Red Cross supplies more than 40 percent of the nation's blood; teaches skills that save lives; provides international humanitarian aid; and supports military members and their families. The Red Cross is a not-forprofit organization that depends on volunteers and the generosity of the American public to perform its mission. For more information, please visit redcross.org SINCE 2001 AREA OF COLLABORATION Community
Business for Social Responsibility (BSR)

Starbucks is part of BSRs global network of companies that are working together to advance social and environmental responsibility and find responsible solutions both within and across industries. SINCE 1994 AREA OF COLLABORATION Ethical Sourcing
Calvert Foundation

Calvert Foundation helps investors put their money to work in a way that has the potential to deliver a financial return to them and social returns to society. Impact investment creates a

Foodservice Packaging Institute/Paper Recovery Alliance

The Foodservice Packaging Institute, Inc. (FPI) is committed to providing a legal forum to promote the responsible use of all foodservice packaging. In 2011, the Paper Recovery Alliance (PRA) was launched as a separate member-funded project within FPI. The PRA brings together a group of organizations working collaboratively to create solutions for the recovery and processing of used paper foodservice packaging. SINCE 2011 AREA OF COLLABORATION Environmental Stewardship
Global Green USA

Global Green USA is the American affiliate of Green Cross International, founded by President Gorbachev, to foster a global value shift toward a sustainable and secure future. For nearly 20 years, Global Green USA has been a national leader in advocating for smart solutions to global warming including green building for affordable housing, schools, cities and communities that save money, improve health and create green jobs. SINCE 2007

AREA OF COLLABORATION Environmental Stewardship

HandsOn Network

HandsOn Network is Points of Lights network of 250 volunteer action centers. HandsOn Network helps put people at the center of change by focusing on innovative ways to use peoples time and talent to solve the community challenges. It also partners with 70,000 corporate, faith and nonprofit organizations to manage resources and build leadership capacity. Annually, HandsOn Network delivers 260,000 service projects representing 28 million hours of service valued at $634 million. SINCE 2009 AREA OF COLLABORATION Community
Los Angeles Urban League

Founded in 1921, the Los Angeles Urban League the citys premier organization in advancing equal opportunities on behalf of African Americans and other minority youths and adults through Neighborhoods@Work, innovative job training and placement, youth achievement and business development programs. SINCE 2011 AREA OF COLLABORATION Community

Sustainable Food Lab

Starbucks is a member of the Sustainable Food Lab, a group of business and civil society leaders from around the globe, working to accelerate the shift of sustainable food from niche to mainstream. Starbucks is a founding member of the SFL Business Coalition, which works to create an industry-wide platform for continuous improvement regarding social and environmental performance in food systems and agriculture. SINCE 2008 AREA OF COLLABORATION Community Involvement
UK Youth

UK Youth is a leading national youth development charity supporting over three quarters of a million young people. We do this by developing, promoting and delivering a range of innovative education programmes in partnership with a national network of member organisations. SINCE 2011 AREA OF COLLABORATION Community Involvement
United States Green Building Council (USGBC)

Starbucks has always believed that businesses can - and should - have a positive impact on the communities they serve.
So ever since we opened their first store in 1971, they have dedicated themselves to striking a balance between profitability and social conscience. They continue to believe that the ultimate way to scale the power of brand is to share the good we do so that Starbucks and everyone we touch can endure and thrive.

Engaging Young People

Starbucks believes the power of young people will change the world for the better.
At Starbucks, we continually look for innovative ways to help our communities thrive. We believe one of the most important ways for communities to come alive is through youth involvement. With Starbucks Youth Action Grants, we hope to nurture and inspire youth to engage, lead and create positive solutions for the challenges they see in their local communities.
Starbucks Youth Action Grants

In fiscal year 2011, we awarded more than 100 grants totaling $2.6 million to organizations around the world to inspire and support youth action in their local markets. Were pleased to continue many partnerships from 2010 both domestically and abroad due to strong partner (employee) and community engagement opportunities. This helps to create

stability and financial security for many of the organizations we partner with, including America Scores, City Year, HandsOn, Jumpstart, International Youth Foundation and Youth Venture. These organizations are experts in providing comprehensive support to young people to help them identify and address needs in their neighborhoods. Young people also receive advocacy training, financial assistance and other resources to enable them to make positive change around the world. Starbucks original goal was to engage 50,000 young people to innovate and create action in their communities by 2015. Were proud to share that through grants awarded in 2009 and 2010, we accomplished this goal five years early! In partnership with the organizations we support, were now working to articulate a goal that assesses the real impact of these efforts.

Buy Starbucks Blonde Roast, Get a Free Beverage

If you havent tried our lighter roast yet, nows the time. Between February 6-8 at participating stores in the United States and Canada, purchase a Starbucks Blonde Roast 16 oz. bag or a Starbucks VIA Veranda Blend 12 pack and get a free handcrafted beverage of your choice any size, no less! So you can indulge in your favorite beverage in the store while stocking up on a new favorite Starbucks Blonde Roast coffee for brewing at home or on the go.

A CD + A Free $5 Starbucks Card = Comfort & Joy

If youre pressed for some last-minute stocking stuffers (and who isnt?), dont panic. Roll into a participating U.S. or Canada Starbucks this weekend December 18-19 and pick up a CD or two or three. With each CD purchased youll receive a free $5 Starbucks Card. While supplies last.Their current music selection encompasses a range of tastes.

Wellness

Starbucks commitment to wellness begins with the foods and beverages we offer in our stores.
From coffee, tea, smoothies and skinny lattes to fresh fruit, salads, whole grains and reduced fat pastries, Starbucks offers a variety of delicious options to meet our customers needs. And you can feel good knowing that all of our foods are no more than 500 calories and free from unnecessary ingredients like high fructose corn syrup, artificial flavors, dyes, and artificial trans fats.
Healthcare Reform

As a long-time provider of comprehensive health coverage to full-time and eligible part-time employees, Starbucks has been a steadfast supporter of meaningful healthcare reform.
Menu Labelling

Starbucks advocated for a national menu labelling standard a key component in helping customers make more informed choices. On March 23, 2010, menu labeling was signed into law as part of the Patient Protection and Affordable Care Act (H.R. 3590). In addition to posting calories, Starbucks will continue to look for innovative ways to share information with consumers. We know Starbucks customers are health-conscious and actively seek reliable nutrition information. Millions visit our website every month and more customers go to our nutrition web page than any other page on our site. Through in-store brochures and our recently launched iPhone nutrition application, we will continue to make this information easier to access and understand. Starbucks also participated in a study conducted by Stanford University researchers to learn more about the effects of calorie postings on our customers choices. The in-depth study validated that providing nutritional information in this case, posting calories on menu boards and pastry case tags is an important tool in providing customers information they need to make informed choices.
Sodium Reduction

In an effort to reduce sodium in food products, Starbucks is participating in two salt reduction initiatives, the New York City Health Departments National Salt Reduction Initiative and the UK Food Standards Agency salt campaign.