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Essay / Research Paper Abstract
A 15 page paper that begins with an executive summary. A short historical background of Starbucks is provided. Other topics include: mission. principles and values statements, internal, external and environmental analyses, strategic analysis, recommendations and implementation, financial projections, critical success factors and evaluation. Bibliography lists 11 sources.
Page Count:
15 pages (~225 words per page)
File: ME12_PGstr10.rtf
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Unformatted sample text from the term paper:
Today, there are more than 16,000 Starbucks stores across 40 countries and the company continues to expand. The company had some difficult years that were corrected when the board coaxed
retired CEO Schultz back to that position. He quickly got rid of the bureaucracy and renewed the companys focus on its major purpose and mission by restructuring the organization and
paying more attention to employees. The companys major strength is its brand. It is known as a luxury coffee that appeals to certain markets, such as the educated person
who is doing well financially. One of the recommendations is for Starbucks to focus on other demographic groups. The recent economic recession had a negative impact on Starbucks revenues
and profits as it did so many companies. This did not stop the company from designing a brand new drink for the last holiday season. Besides that, they began offering
instant coffee packages. These two innovations brought sales beyond their expectations and set the company on the right track again. Several recommendations are made to Starbucks. One is to reinvigorate
their theme of being the Third Place that comes between the work place and the home or family place. Another is to step up their WiFi services. Third is to
continue to innovate. It is also recommended that the company invigorate its employee incentives as well as to deliberately try to attract older employees. Company Background Starbucks was founded
in 1971 by three entrepreneurs who opened their first outlet in Pike Place Market in Seattle, Washington. The purpose was to sell high-quality coffee and coffee-making equipment. They originally purchased
their coffee beans from Peet but subsequently purchased directly from the growers (Allexperts, 2006). Harry Schultz joined the company in 1982 as the Director of Retail Operations and
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