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Essay / Research Paper Abstract
This 5 page paper considers the leadership strategy of Starbucks, lead by Howard Schultz. The writer considers the evidence for this strategy, as well as the role of leadership, technology, and the problems of international growth. The bibliography cites 3 sources.
Page Count:
5 pages (~225 words per page)
File: TS14_TEstarst.rtf
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Unformatted sample text from the term paper:
attempt to become a leader following a leadership strategy. Often this strategy will incorporate seeking to establish a first mover advantage when it comes to the geographical locations of the
stores as well as the development of the products. If we consider the strategic development of the stores we can see the establishment of the strategy. The first coffee
shop was opened in Pike Place Market in Seattle, however, as with many business the growth was not immediately great, it was modest (Starbucks, 2001). The key change can
be seen when Howard Schultz joins the company in 1982 as director of retail operations and marketing. Schultz can be seen as the driving force behind the company as
well as the strategic thinker. It was after this that the company started to provide coffee to restaurants as well as expresso bars (Starbucks, 2002). Then Schultz takes
a trip to Italy in 1983, where he sees many more and new style expresso bars in the cosmopolitan capital of Milan, and makes the link between the potential he
sees in this market and the gap in the market back at home (Starbucks, 2001). By 1985 he has managed to convince
the founders of the coffee company that it is worth trying out the new format of a coffee bar. He gains a site in the down town area and the
first modern format Starbucks opens. The experiment as a complete success and the companys current history begins with Schultz founding the new company in 1985 (Starbucks, 2001). This was not
a new idea, as we see it adopted and adapted form ideas he saw in Italy, but it is the first of the type to be seen in the US
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