Starbucks Report

Topics: Starbucks, Coffee, Howard Schultz Pages: 7 (1903 words) Published: April 16, 2013
Starbucks Individual Reports

Starbucks background1
- The key man-Howard Schultz (cultural)2
-Mission statement2
-The philosophy of Starbucks2
The environment of Starbuck is facing now3
-Specific environment3
-General environment3
Key Strategic to manage effective in its terrain5

If somebody talk something about coffee, the first idea flash in mind it must Starbucks Company. Nowadays, Starbucks is become a famous and success coffee company in the world. Why Starbucks can such successful in business? How Starbucks achieve success? In my opinion, the excellent experience that Starbucks gives to customers can be a good reason to explain. In this report I would like to analysis Starbucks Company through four main points: Starbucks background; The environment of Starbucks is facing now; Current trends and issues; Key Strategic to manage effective in its terrain.

Starbucks background
Three Seattle entrepreneurs started the Starbucks Corporation in 1971. By 1982, Howard Schultz, a marketer, was recruited to be the manager of retail and marketing. He brought new ideas to the owners, but was turned down. Schultz in turn opened his own coffee bar in 1985 based on Italian coffee cafes. Two years Schultz bought Starbucks from the original owners. At 2005, Starbucks had over 115,000 partners around the world. At 2006, Starbucks does business in 36 countries.

- The key man-Howard Schultz (cultural)
Howard Schultz is the chairman of Starbucks, as Top Manager, the conceptual skills is most important for him to have, he use to think and to conceptualize about abstract and complex situations. Starbucks’ cultural is based on hi unique beliefs about how a company should be run. If once a culture is in place, organization practices help maintain it. It must help employees adapt to its culture through socialization. In Starbucks, all new employees must go through 24 hours of training.

-Mission statement
A mission statement would be a strong communication tools towards employees, customers and investors. A mission review system was formed to make sure that the company lived up to the elements of this mission statement. Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining their uncompromising principles as they grow. The following six principles will help them measure the appropriateness of their decisions: 1. Provide a great work environment and treat each other with respect and dignity. 2. Embrace diversity as an essential component in the way we do business. 3. Apply the highest standards of excellence to the purchasing, roasting and fresh delivery of our coffee. 4. Develop enthusiastically satisfied customers all of the time. 5. Contribute positively to our communities and our environment. 6. Recognize that profitability is essential to our future success.

-The philosophy of Starbucks
Howard Schultz said “We aren’t in the coffee business, serving people. We’re in the people business, serving coffee”. This is Howard Schultz’ philosophy, on the other hand it describes “Employee First” Philosophy. Howard Schultz strongly believed that Starbucks’ success was heavily dependent on customers having a very positive experience in its stores; therefore, they treat employees as partners, the most valuable asset for the company and empower to make decisions, because Starbucks’ good experience is created with the exceptional service of Starbucks employees. By valuing both part- and full-time employees with widely benefit packages, employees remain loyal to Starbucks. This ensures that employees always provide customers with high quality and consistent customer service, regardless of store while this also ensures that all stakeholders, employees and customers, are highly regarded and therefore their personal coffee experience will be highly enjoyable.

The environment of Starbuck is facing now...
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