An Introduction to the Historic Strategies of Starbucks Essay

IntroductionThis report will evaluate and inform the reader about Starbucks corporate strategy from 1998 and into the future. This report will give a brief history, list strategies in 1998, and evaluate these strategies followed by a conclusion.Historic StrategiesStarbucks has evolved into a great success due to believing in and implementing their mission statement, Howard Schultzs strategy to make Starbucks a great place to work, and expansion into new markets outside the Pacific Northwest.Schultzs mission statement for Starbucks was Establish Starbucks as the premier purveyor of the finest coffee in the world while maintaining our uncompromising principles as we grow. This mission does not want to jeopardize the quality, ambiance, or service due to expansion into a global marketplace.Schultz also believed deeply that employees make the store that they work in. A Starbucks employee needed to be very knowledgeable, communicative, and helpful to the customers. Customers in new markets needed to know the difference in the new roasted coffee Starbucks had to offer. Well-educated employees could handle this requirement. However, the employees wanted compensation for this service. Schultz implemented health benefit programs to part time workers to show how serious he was about the importance of his employees.Schultz wanted Starbucks to be a household name. When consumers heard the word coffee, Schultz wanted people to think Starbucks. Shultz had to expand across the nation and soon globally to accomplish this goal. Schultz opened stores across the nation and maintained success due to implementing his mission, dedicated employees, and through aggressive expansion. Strategy in 1998Starbucks objective of becoming a household name was accomplished by fierce expansion. Starbucks wanted to open their doors and be in the market before anyone else. This would give them a great fist-mover advantage. Once consumers experienced Starbucks service, quality coffee, and ambiance of their stores there would be a great switching cost for the consumer to go anywhere else. The success of becoming a household name is now close to reality. Profits...

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