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Starbuck's Case Study and Strategic Plan

  • Date Submitted: 11/12/2012 06:44 PM
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Starbuck’s Case Study and Strategic Plan
BUS402: Strategic Management & Business Policy

Starbuck’s Case Study and Strategic Plan
As an executive of Starbuck’s, this paper will propose and outline a three year strategic management plan for the company.   Within this plan, the following areas will be addressed: economic assessment, marketing assessment plan, financial plan, and an organizational structure recommendation.   Also, an outline the different strengths, weaknesses, opportunities and threats present as Schultz build this company into a worldwide recognized brand.
Starbuck has a very inspiring history and company foundation.   This company was first formed by three men that had a great passion for coffee and exotic tea, but then was later created into this international brand by Howard Schultz who fell in love with the company’s products and processes. Howard Schultz, founder of Starbucks took the foundation of a few humble Seattle coffee shops and created this empire by closely observing various internal and external components that would affect the true success of his entrepreneurial goals and ideas.   After working for the original owners of Starbuck, Schultz learned the dynamics of the company with great detail, for example the daily retail operations, customer interactions, and the brewing and bean selection of different coffee and teas.   Schultz saw how customers became so loyal to the small Seattle coffee shop because they were able to learn and discover new products.  
Once Schultz bought Starbuck in 1987, he carried over a lot of the strengths he learned from the previous owners into the new corporation; like heavily training employees on properly handling the ingredients in order to make a superior product.   Schultz also incorporate some of his beliefs which were the understanding of happy employees create happy customers.   Schultz fought to give all employees’ including part-time employees full benefits and stock option plans. These...


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