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Essay / Research Paper Abstract
This 26 page paper looks at Starbucks including its' past, present and possible future. The paper reviews the development of the firm looking at then history, the strategies used and the way Starbucks competes in the context of the internal and the external environment as well as looking at the challenges that the firm is facing and how it is reacting. The bibliography cites 11 sources.
Page Count:
25 pages (~225 words per page)
File: TS14_TESBhumble.rtf
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Unformatted sample text from the term paper:
1. Introduction The history of Starbucks dies not start with Howard Schultz, not does it start with grand dreams of a
large coffee empire; it started with a single coffee shop in 1971. However, it was from this humble beginning that a firm that the company was able to grow in
to the multinational company it is today, and this was mainly as a result of Howard Schulz joining the firm and developing a vision which allowed the firm to create
a growth strategy based on differentiation filling a gap in the market. Schultz was the driving force behind the firm and the ideas may also be argued as conceived at
the right time and in the right market. The way that the firm has developed demonstrates not only the international nature of business and the benefits of strong strategies,
it is also a testament to Schultz himself, as seen with the recent stock market reaction to his return as CEO following the firm facing difficulties. In ordfer to understand
the way that the firm has been able to develop and be successful the firm and its development as well as strategies can be examined. 2. History
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, 2009). This was opened in 1971, and the firm did not show any signs of ambition and as focusing on selling high quality coffee beans.
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
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