starbuck
1. EXEXUTIVE SUMAMRY
In 1971, three young entrepreneurs began the Starbucks Corporation in Seattle Washington. Their key goal was to sell whole coffee beans. Soon after, Starbucks began experiencing huge growth, opening five stores all of which had roasting facilities, sold coffee beans and room for local restaurants. In 1987, Howard Schultz bought Starbucks from its original owners for $4 million after expanding Starbucks by opening three coffee bars.
From the original strategic vision of offering a welcoming experience for customers, being part of their community, and becoming a warm “third place” that is part of their lives everyday and that it can provide a superior cup of coffee, Howard Schultz –Starbucks’s CEO had evolved it based on the difference required during company’s development. His evolving strategy changed as his strategic vision evolved to ensure that crafting and executing strategicunder the future direction and still adapt to the change of circumstances and conditions. With the broad differentiation strategy , Starbucks always focus on building its standing in the midstof customers by offering differentiating features and factors. Along with understandingcustomers, not only knowing how to keep them but also telling the way to attract more is thestrong point of Starbucks, which resulted from the good policies, practices, business principles, procedures and high evaluated social responsibility that created a good public image as well.Moreover, take advantages of his capabilities and experience, Schultz links tightly between vision and the core values of Starbucks.Now, if Starbucks want to the company’s growth and sustain those competitive advantages, they need to focus on 7 recommended elements which will be shown in the end of the analysis.
2. CASE ANALYSIS
1. STARBUCK’S STAREGIC VISION AND IT EVOLUTION :
In 1983, Howard Schultz set a original vision for Starbuck is to transform Starbucks to be an American
In 1971, three young entrepreneurs began the Starbucks Corporation in Seattle Washington. Their key goal was to sell whole coffee beans. Soon after, Starbucks began experiencing huge growth, opening five stores all of which had roasting facilities, sold coffee beans and room for local restaurants. In 1987, Howard Schultz bought Starbucks from its original owners for $4 million after expanding Starbucks by opening three coffee bars.
From the original strategic vision of offering a welcoming experience for customers, being part of their community, and becoming a warm “third place” that is part of their lives everyday and that it can provide a superior cup of coffee, Howard Schultz –Starbucks’s CEO had evolved it based on the difference required during company’s development. His evolving strategy changed as his strategic vision evolved to ensure that crafting and executing strategicunder the future direction and still adapt to the change of circumstances and conditions. With the broad differentiation strategy , Starbucks always focus on building its standing in the midstof customers by offering differentiating features and factors. Along with understandingcustomers, not only knowing how to keep them but also telling the way to attract more is thestrong point of Starbucks, which resulted from the good policies, practices, business principles, procedures and high evaluated social responsibility that created a good public image as well.Moreover, take advantages of his capabilities and experience, Schultz links tightly between vision and the core values of Starbucks.Now, if Starbucks want to the company’s growth and sustain those competitive advantages, they need to focus on 7 recommended elements which will be shown in the end of the analysis.
2. CASE ANALYSIS
1. STARBUCK’S STAREGIC VISION AND IT EVOLUTION :
In 1983, Howard Schultz set a original vision for Starbuck is to transform Starbucks to be an American