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Essay / Research Paper Abstract
A 3 page paper that comments on the changes in Starbucks over the history of the company. The essay includes Schultz's return to CEO and the organization's restructuring. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: MM12_PGstbk08.RTF
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Unformatted sample text from the term paper:
in Seattles Pike Place Market in 1971 (Allexperts, 2006). At that time, these three friends intended to sell high quality coffee and coffee-making equipment (Allexperts, 2006). Initially, they bought their
coffee beans from Peet but subsequently bought directly from coffee bean growers (Allexperts, 2006). In 1982, Harry Schultz joined the company as the Director of Retail Operations and Marketing (Allexperts,
2006). Schultz helped the company expand to providing coffee to better restaurants and espresso bars (Allexperts, 2006). On one of his business trips, Schultz was impressed with the popularity of
coffee bars in Italy and suggested the company sell espresso drinks but the owners rejected the idea, wanting to focus on high quality coffee beans (Allexperts, 2006). This was the
catalyst for Schultz to open his own company, Il Giornale, in 1985 (Allexperts, 2006). In 1987, the Starbucks owners sold the chain to Schultz who re-branded all Il Giornale coffee
outlets as Starbucks Corporation (Allexperts, 2006). Schultz began expanding the company quickly. In fact, he opened outlets in Vancouver, British Columbia, and Chicago that same year (Allexperts, 2006). The company
soon became even more international with shops in Tokyo in 1996 and in the UK in 1998 (Allexperts, 2006). By 20003, Starbucks had more than 6,400 outlets (Allexperts, 2006). Today,
with more than 15,000 Starbucks coffee outlets across 35 countries, Starbucks is the largest specialty coffee retailer in the world (Bramhall, 2008). The company owns more than half its outlets,
the others are either franchised or licensed by the company (Bramhall, 2008). Many of the Starbucks units in airports, shopping malls and other places are licensed by the company (Bramhall,
2008). The principles of operation have not changed during the years but the organizational structure has. The company lives by certain principles, such as accountability, providing an excellent work environment,
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