In 2008 Chairman Howard Schultz returned as CEO and the Coffee Equipment Company and it's Clover brewing system is acquired (Starbucks, 2014). The technology push is apparent during this time as the first online community, My Starbucks Idea is launched as well as Starbucks Facebook page and Twitter debuts and free unlimited Wi-Fi for customers. Keeping up with the push for a healthier lifestyle, all artificial trans fat is eliminated and two percent milk is used as the standard for all espresso beverages (Starbucks, 2014). Starbucks also launched the, " first paper beverage cup made from post consumer recycled fiber," (Starbucks, 2014).
From 2011 to 2013 the stores total 19,767 as stores are opened in Guatemala, Curacao, Morocco, Costa Rica, Finland, India, Norway, Vietnam and Monaco. Evolution Fresh is acquired as well as La Boulange, a bakery brand with the hopes of raising the core food offerings, and Teavana. According to a press release from Howard Schultz, "Tea has been a part of Starbucks heritage since 1971, when we were founded as Starbucks Coffee, Tea and Spices, and this new store concept elevates the tea experience in the same way we've done for coffee" (Tietjen, 2013). Starbucks K-Cups is launched as well as the Verismo system, a premium single cup espresso machine, and Starbucks Refreshers. Today there are over 20,000 stores in over 60 countries (Starbucks, 2013).
SWOT Analysis.
Some of Starbucks strengths are high market share and market growth, innovation and brand image, the focus on corporate social responsibility, and the overall experience they have created, setting them apart from the competition of specialty coffee houses and it's organizational culture. Starbucks profitability has risen over the past few years. From 2011 to 2012 Net Revenues increased 1.6 Billion dollars. Starbucks also reported an operating income in 2012 of 2 billion dollars, with a profitability of 15%.
