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| Topic: |
Business
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| Number of pages / Number of words: |
38 / 10370 |
Essay's paper body
People there were educated to quality coffee, and they in turn were educating their customers.
The original Starbucks stores were very successful in Seattle, and this was apparently due to a good mix in a deep knowledge for a high quality product, customer education and good business sense.
However, anybody can get educated to good coffee, and a few small shops like Starbucks would be eaten out by competition if they don’t plan on expansion; this is what Howard Schultz understood right away...
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It took him a lot of time to convince them that he should become part of them, and in September 1982, he started there.
Since then, history has shown that Schultz’s vision was the right thing to do.
Baldwin and Bowker trained him for several months before they let him do the coffee beans roasting...
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