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Submitted by kloweco on February 12, 2006
Category: Business
Words: 1566 | Pages: 7
Views: 900
Popularity Rank: 6,748
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Starbucks started as a small business in 1971 when an English teacher Jerry Baldwin, a History teacher Zev Siegel, and writer Gordon Bowker opened Starbucks coffee, teas, and spice in Seattle, Washington’s Pikes Place Market. Buying and changing the name of Il Giornale Coffee Company to Starbucks Corporation in 1987 Howard Schultz began to move Starbucks to a new level positing the company to a dominant retailer, roaster, and brand of specialty drinks. Schultz also added espresso beverages, cold coffee drinks, a line of food items to the menu and sells a line of compact discs, as well as coffee related accessories and equipment in its retail stores. Headquartered in Seattle and operating mainly in the United States, as of 2003 Schultz established over one thousand licensed locations of Starbucks retail stores in Canada, South America, Europe, Asian-Pacific, the Middle East, and Africa.
Starbucks also prides itself on making the company a great place to work. To maintain employee satisfaction Starbucks offers its staff, who are referred to as partners, competitive wages and an attractive benefits package including stock options. Although Starbucks was listed in Fortune Magazine in 1998, 1999, 2000, and 2002 as one of the “100 best companies to work,” and Brandweek ranks Starbucks eighth on its “Super Brand Lists,” and is named one of the “Ten most admired companies in America, Schultz see’s many challenges ahead. Therefore, along with top management Schultz is planning his next strategic move for continued success.
1. In 2004 Starbucks main strategy for continued growth is to expand its foreign market. Top management believes it can grow revenues by 20 percent outside the United States by increasing global opportunities making Starbucks one of the world’s preeminent global brands. In addition, top executives want to test markets where there is no current Starbucks presence. Other key elements of Starbucks strategy is to improve...
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