Starbucks: Introduction (01:12)

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This film examines how the $22 million empire became successful and how it was revitalized after negative expansion.

Starbucks' Beginnings (05:20)

In the U.S., the average person spends $1,000 a year on coffee. Jerry Baldwin, Zev Siegl, and Gordon Bowker open the first Starbucks in 1971. They appoint Howard Schultz as marketing director in 1982 and he buys the business in 1987; he changes the company's direction.

International Brand (03:34)

In the mid-1990s, Starbucks opens stores in Japan and Singapore; Suhaimie Sukiman recalls working at the company. Coffee shops become an important place in people's lives and Starbucks creates its own language.

Business Profit (02:55)

Starbucks averages a 50 cent profit from a three dollar latte; profit margins significantly increase with coffee size. In 2000, Schultz reports record sales; he steps down as CEO. New management focuses on finances and rapidly expands the brand.

Brand Expansion (05:06)

Starbucks rapidly expands during the early 2000s. The company's strategy of saturation and automation ignores the original value proposition and begins to have a negative effect. Profits in Asia stagnate; consumers turn to traditional brews.

Management Decisions (04:18)

In 2007, Schultz warns Starbucks leadership against further growth, to no avail. In the Chinese market, the company records nine years of consecutive losses; a store located in the Forbidden City creates significant PR problems.

Reinvigorating Starbucks (06:01)

Schultz returns as CEO in 2008 and reestablishes core business values. Across the U.S., stores close for several hours to retrain baristas. Matsuo Iwata becomes Starbucks Japan CEO.

Rebuilding Brand Integrity (03:32)

The Lehman Brothers crisis results in contraction for Starbucks. Schultz reduces product offerings, removes hot food from cafes, closes hundreds of stores, and institutes several reforms. Iwata discusses implementing changes in Japan.

Starbucks China (04:21)

Every year, coffee consumption increases by 15%. Starbucks utilizes a more culturally sensitive approach to improve business. Starbucks partners with Alibaba and opens a roastery in Shanghai; the company faces increasing competition.

Brand Localization and Diversity (04:42)

Experts consider Starbucks' ability to attune with coffeehouses that offer artisan coffee. Starbucks offers drinks and designs cafes specifically for the Asian market. Experts discuss the 2018 scandal involving two African American men.

Starbucks Leadership (02:02)

Schultz retires again in June 2018. CEO Kevin Johnson announces record revenue in April. He plans to increase the number of stores around the world. Brands must remain true to their core principles for as long as they are successful.

Credits: Starbucks (00:38)

Credits: Starbucks