華爾街的賺錢經(jīng) 第49期:星巴克 從咖啡店到咖啡帝國(3)

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In 1987, at the age of 34, Howard Schultz organized a group of investors and purchased his former employer, Starbucks Coffee Company. The small Seattle-based coffee roaster took its name from the coffee-loving first mate in Herman Melville's novel Moby Dick. Schultz renamed his company the Starbucks Corporation.

1987年，34歲的霍華德·舒爾茨召集了一批投資者，將他的老東家“星巴克咖啡公司”買下。這個(gè)小型的咖啡烘焙店起步于美國西雅圖，名字來源于美國文壇杰出大師赫爾曼·麥爾維爾的經(jīng)典著作《白鯨》中那個(gè)愛喝咖啡的主人公的名字。舒爾茨將公司重命名為“星巴克股份公司”。

Schultz's coffee bars were an instant success, fueling rapid growth and expansion, not only for Starbucks but also for the coffee industry as a whole. This new coffee culture supported a proliferation of stores and other sales avenues for Starbucks' beans. The company owns all of its stores, despite the constant stream of franchise inquiries, and has been steadily opening shops throughout the country. In 1992 Starbucks became the first specialty coffee company to go public, a testament to its size and prospects.

舒爾茨的咖啡吧的快速成功不僅使星巴克，同時(shí)也使整個(gè)賺主咖啡產(chǎn)業(yè)得以快速發(fā)展和擴(kuò)張。這種新的咖啡文化也推動(dòng)了大量衍生店鋪及星巴克咖啡豆的其他銷售渠道的建立。盡管要求特許加盟的呼聲此起彼伏，但是公司依然手握所有店鋪的控制權(quán)，并且繼續(xù)在全國范圍內(nèi)穩(wěn)步地開設(shè)多家店鋪。1992年，星巴克作為第一家專業(yè)咖啡公司成功上市，再一次證明了其龐大的規(guī)模和美好的發(fā)展前景。

Starbucks' first major venture outside of the northwestern part of the nation was Chicago, where mail-order sales were strong. The company's specialty sales division developed new business through Nordstrom's department stores and established Starbucks coffee bars within Barnes and Noble bookstores. Starbucks also formed a partnership with Pepsico, Inc.to create and distribute a new ready-to-drink coffee-based beverage, Frappuccino, as well as entered into a licensing agreement with Kraft Foods. The company even developed a relationship with Capitol Records, releasing Blue Note Blend coffee and an accompanying jazz compilation on compact disc.

星巴克將其在美國西北部以外的地區(qū)所做的第一次冒險(xiǎn)嘗試，地點(diǎn)選在了芝加哥。那里的郵購咖啡銷售很火暴。公司通過在諾德斯特龍百貨商店開展新的咖啡業(yè)務(wù)和巴諾連鎖書店內(nèi)開設(shè)星巴克咖啡吧，拓展了新的專業(yè)銷售渠道。同時(shí)，星巴克也與百事可樂公司建立了合作伙伴關(guān)系，共同研制和銷售一款即飲的咖啡新飲品——法布奇諾(星冰樂)咖啡。此外，星巴克還與美國卡夫國際食品公司簽署了專利使用權(quán)轉(zhuǎn)讓協(xié)定。公司甚至還同百代唱片公司開展合作關(guān)系，推出了一款藍(lán)調(diào)音符混合咖啡，并附帶有一張爵士樂專輯的光盤。
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