Starbucks began in 1971 when three teachers—Jerry Baldwin, Zev Siegel, and Gordon Bowker—opened a store called Starbucks Coffee, Tea, and Spice in a tourist area, called Pikes Place Market, in Seattle. These three partners shared an intensive attraction for fine coffees and exotic teas and believed they could build a clientele in Seattle like it had already emerged in the San Francisco Bay area. Each one of these “coffee lovers” invested $1,350 and borrowed another $5,000 from a bank to open the Pikes Place store. Baldwin, Siegel, and Bowker chose the name Starbucks in honor of Starbuck, the coffee-loving first mate in Herman Melville's Moby Dick and because they thought the name evoked the romance of the high seas and the seafaring tradition of the early coffee traders. The new company's logo, designed by an artist friend, was a two-tailed mermaid encircled by the store's name.

The store did not offer fresh-brewed coffee by the cup, but samples were sometimes available for tasting. One wall was devoted to whole-bean coffees while another had shelves of coffee products. Initially, Siegel was the only paid employee which scooped out beans for customers, extolled the virtues of fi

The second and third recommendation should be first promoted in stores and it should be directed for women mainly, since they would be a better market, considering that men work more than women and women are more prone to do this kind of parties amongst their friends and they are more prone to consume Starbucks should focus to advertise and promote this campaign on women’s magazines, malls, T.V and supermarkets. By marketing in these places, Starbucks would reach the desired audience, creating thus a curiosity that would lead to the consumption of the product.

The company was also said to be testing "light roast" coffee blends for those customers who found its current offerings too strong. This is strange, on my opinion, since Starbucks’ process roasted beans to achieve that “vigorous body” within their coffees. Furthermore, Starbucks criticized those companies that roasted their coffees less, since they would do it to get more weight out of the bean, since more roasting meant less net weight of the bean. In the summer of 1997, Starbucks quietly test-marketed four 20 percent fruit-juice beverages in one market where bottled drinks were priced around $2, and at least one contained caffeine. Added to this bottled drinks; on the “new-product front” an apple cider was made exclusively for Starbucks by Nantucket Nectars. At this point Starbucks was selling chocolate bars and other candy, and had plans to bring candy production in-house if sales went well enough.

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