Starbucks case

Essay by esunokUniversity, Bachelor'sB+, November 2014

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Brian Duffey


MIS 642

Starbucks is a very well known company nowadays. They are very popular and not only bring coffee to people with a plethora of locations, but also have been able to create atmospheres at each location where people can go to get work done, unwind, and even socialize. However, this was not always the case.

Back in 1971, Starbucks first opened its doors in the state of Seattle. At this time, they were simply a basic coffeehouse with no intention of turning into a powerful chain. However, eleven years later, Howard Schultz took over as director of retail operations, which is when the expansion first began in the form of selling coffee directly to restaurants and espresso bars.

Shortly after this, Starbucks began testing a coffeehouse culture as seen in Milan. This was a success and helped to spur the beginning of Starbucks explosion, first expanding into Chicago and Vancouver, with a total of nearly eighteen thousand stores as of this previous summer.

While Starbucks began as a simple place to get coffee, nowadays it is anything but. Stores now offer free Wi-Fi for its customers, and the menu ranges far beyond simple coffee from juices and solid meals, to CDs and other goods that a coffeehouse wouldn't necessarily be expected to sell. Yet, it all works and has come to be known as synonymous with Starbucks brand and image.

When Starbucks first began, there wasn't much need for business intelligence. Other than attracting customers nearby to the store, Starbucks was small enough where they did not need to worry about things like mining data. However, with the major size of Starbucks now as well as the competitive nature of the industry now, it is more crucial than ever that Starbucks utilize business intelligence resources...