Starbucks Strategies for the Next 10 Years

Topics: Starbucks, Coffee, Jerry Baldwin Pages: 2 (650 words) Published: February 16, 2009
Strategies can be divided into two categories in management, short term and long term. However what are strategies? The concept of strategy has been borrowed from the military and adapted for use in business. A review of what noted writers about business strategy have to say suggests that adopting the concept was easy because the adaptation required has been modest. In business, as in the military, strategy bridges the gap between policy and tactics. Together, strategy and tactics bridge the gap between ends and means. Furthermore, multinationals such as Starbucks, Nokia, McDonalds and Microsoft have used strategies for achieving competitive advantages and accomplish the organizational goals.

Starbucks has evidently focused as most of all multinationals in both long term and short term strategies. Their long term strategies, which are the most important factor for this essay, are from my point a view a very important factor as they are a very well worldwide known company. As based on research, Starbucks was opened for the first time in Seattle, Washington in 1971 by three partners: English teacher Jerry Baldwin, History teacher Zev Siegel and writer Gordon Bowker. Their strategy had improved after an Entrepreneur Howard Schultz joined in 1982 after a trip to Milan, where he understood why and how coffee can be sold, however his idea was rejected. None of the less, after a few years Howard Schultz idea was implemented and made the business grow larger and larger despite the negativity received at the beginning.

Their business today has grown worldwide and this is thanks to the different fresh coffee beans used and its welcoming atmosphere. However, their techniques or strategies have not ended now. Starbucks is appealing to all young students and business people. As based on a research, most users use Starbucks due to its name and popularity. Their long term strategy however is not only to attract a certain type...
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