Starbucks Case Study

11272 words 46 pages
Show More
AmbaiU MBA Graduation Paper

Starbucks Corporation Case Study

The Starbucks Corporation: Past, Present and Future

By Hervé R. AUCH-ROY – PEN: 1207HA December 21, 2004.

http://www.ambaiuniversity.net/

Hervé R. AUCH-ROY

AmbaiU PEN: 1207HA

1

AmbaiU MBA Graduation Paper

Starbucks Corporation Case Study

Table of Contents A) Introduction
- An unusual coffee encounter – 3 3 3 3 4 4 4 5 6 6 6 7 8 9 9 10 11 12 12 13 17 17 18 19 19 20 21 23 23 25 26 27 28

B) Starbucks: Past
B.1) Early days - The original coffee shop: cofounders’ philosophy - Howard Schultz enters the picture - Collecting ideas - Expanding the vision and building the concept - Howard Schultz’s Il Giornale venture B.2) Shifting gears - A shift in the company profile: …show more content…

Baldwin, Bowker and their partner in San Francisco, Alfred Peet, were kind of shy towards the excitement of Schultz to open Starbucks stores all over the country. It took him a lot of time to convince them that he should become part of them, and in September 1982, he started there. Since then, history has shown that Schultz’s vision was the right thing to do. Baldwin and Bowker trained him for several months before they let him do the coffee beans roasting. At the same time, Schultz knew that, in order to lead the people at Starbucks, he needed to blend in the culture, and build trust and credibility. He made a strong point in acclimating himself to this new life in the Pacific Northwest. The seeds of the Starbucks Corporation were planted there: deep knowledge of the product and service, trust and credibility, and the beginning of a vision for the future.

- Collecting ideas Schultz was bubbling over with ideas; his brightest one came in 1983 while he was attending an international house ware show in Milan, Italy. As he walked in several espresso bars, the counter worker (“barista”) cheerfully greeted him, while serving other customers and calling them by their name. Different espresso bars had different ambiance, each one with its own character, and gathered different style of customers, but always featuring a high energy barista performing as if in a great theater. Schultz soon understood that something was missing at Starbucks: creating an

Related

  • Starbucks Case Study
    1847 words | 8 pages

    Starbucks case study 1- I think the most important management skills for Schultz to have are the conceptual skills. Since Schultz is the chairman of Starbucks, which means he is the top manager of the company, the conceptual skills are the most important for him to have. Mostly because conceptual skills help him see the organization as a whole. It helps the manager understand the relationship among the various subunits, and visualize how the organization fits into its broader environment. In fact….

    Show More
  • Case Study #1: Starbucks
    1196 words | 5 pages

    Case Study 1: Starbucks 1. What are the barriers facing Starbucks as they try to “teach” people to change their consumption habits from tea and instant coffee? a. China is country with a population of about 1.3 billion people. It is considered a tea-drinking nation rather than a coffee-drinking nation. This is partly due to the benefits that tea is believed to offer, which include medicinal qualities that coffee does not have. As a result, Starbucks has the barrier of tradition in their way….

    Show More
  • Strategic Management Case Study: Starbucks Coffees
    9431 words | 38 pages

    EXECUTIVE SUMMARY The aim of this report is to analyse Starbucks Corporation’s business model in Australia. The analytical techniques include external, internal, competitor and SWOT analysis to determine how Starbucks performed in Australian market. The PEST analysis includes trade practices act which deals with wholesaler, supplier and ensures that trading in the marketplace is fair both for your business and your customers. The Australia Competition and Consumer Commission also illustrates….

    Show More
  • Starbucks: Delivering Customer Service – Case Study
    1321 words | 6 pages

    Preliminary Starbucks – one of the fastest growing companies in the US and in the world - had built its position on the market by connect with its customers, and create “third place” beside home and work, where people could relax and enjoy others or themselves. It was the motto of Starbucks’ owner Howard Schultz and mostly thanks to his philosophy; company has became the biggest coffee drink retailer in the world. However, within the new customer satisfaction report, there is shown some concerns….

    Show More
  • Starbucks vs Dunkin Donuts-Case Study
    1216 words | 5 pages

    Company profile Starbucks Starbucks Corporation is an American global coffee company and coffeehouse chain based in Seattle, Washington. Starbucks is the largest coffeehouse company in the world, with 20,366 stores in 61 countries, including 13,123 in the United States, 1,299 in Canada, 977 in Japan, 793 in the United Kingdom, 732 in China, 473 in South Korea, 363 in Mexico, 282 in Taiwan, 204 in the Philippines, and 164 in Thailand. Starbucks sells hot and cold drinks, coffee beans, salads….

    Show More
  • Howard Schultz and the Starbucks Company
    1536 words | 7 pages

    1.0 CASE SUMMARY Starbucks is a specialty coffee company located in Seattle, USA. The company CEO is Howard Schultz, who bought the company in 1987 for $3.8 million. Before purchasing Starbucks, Schultz was an employee there before deciding to leave the company to open his own coffee bar, Il Giornale in 1985. After purchasing Starbucks, Schultz continued to expand the business rapidly by attracting more investors to gain financing. The company relied on positive word of mouth to attract customers….

    Show More
  • Starbucks in 2012
    1855 words | 8 pages

    Tiffin University MGT 624 Industry and Competitive Analysis Starbucks in 2012 Dr. Bradly E. Roh Smart Osadolor Starbucks Corporation Starbucks founded in 1987 as a modest nine-store operation in Seattle, Washington and quickly became the premier roaster and retailer of specialty coffees in the world with over 17,400 store locations in more than 55 countries (Thompson, Peteraf, Gamble, & Strickland, 2014). The company first got its start in 1971 when three academics all decided upon….

    Show More
  • Internal and External Factors Affecting Starbucks
    5278 words | 22 pages

    Internal and external factors affecting Starbucks Founded in 1985, Starbucks is one of the largest coffeehouse companies in the world with over 16,000 stores in 50 countries. This report evaluates major internal and external factors affecting Starbucks using various analytical techniques. Based on the Starbucks brand in UK, it identifies suitable marketing strategies for Starbucks to expand its business in the UK market within the next two years. In line with the chosen marketing strategies, recommendations….

    Show More
  • BA440 WK 5 Marketing Strategy Starbucks
    2140 words | 9 pages

    Trouble Brews at Starbucks Grantham University Trouble Brews at Starbucks A. Primary (and Secondary) Target Markets Primary target market Starbucks’ primary target market is men and women ages 25 to 40. They account for almost half, 49 percent, of their total business. Starbucks’ appeal to this consumer age group through hip, contemporary design that is consistent in its advertising and decor, and working to keep its products current as status symbols. Customers tend to be urbanites….

    Show More
  • Balancing Culture and Growth at Starbucks
    2998 words | 12 pages

    Balancing Culture and Growth at Starbucks Howard Schultz and His Effective Way of Harmonizing Culture and Growth Due to His Passion and Commitment to Starbucks Abstract Starbucks, which is one of the most well known companies that succeeded in spreading its brand across the globe created its own cozy environment and maximized sales due to its understanding of the organizational culture and its potential growth. The case study explores how Howard Schultz created culture of the organization….

    Show More

Popular Essays