Here is the synopsis of our sample research paper on Starbucks Mission And Strategies. Have the paper e-mailed to you 24/7/365.
Essay / Research Paper Abstract
This 6 page paper discusses whether or not Starbucks mission and strategies are aligned. The writer presents the missions, principles and objectives of the company and analyzes them in relation to their strategies. The company lost its way for some years, becoming a bureaucracy instead of a company that promotes the entrepreneurial spirit. The mistakes are presented. The writer analyzes the strategies. Executive summary is included. Bibliography lists 8 sources.
Page Count:
6 pages (~225 words per page)
File: MM12_PGstmst9.rtf
Buy This Term Paper »
Unformatted sample text from the term paper:
and other countries. It grew very quickly with stores being opened across nearly three dozen other countries. To increase revenue, Starbucks began diversifying the products they carries. It no
longer focused just on coffee and snacks, it brought in music CDs, stuffed animals, and books and then, began offering healthier snacks on its menu. Still, in 2007, sales were
declining. At that point the board asked Schultz to take back the CEO position to get the company back on track. The company had lost its way. Strategies and
operational procedures no longer reflected the corporate mission. It could have been doomed but Schultz made some very hard decisions, all part of his Transformation Agenda to turn the company
around. Schultz himself said the company had become a bureaucracy and it has watered down the customer experience. His plan intended to break up the bureaucratic practices and bring back
the entrepreneurial spirit on which the company was founded. Starbucks is once again on track. Strategies are now congruent with the corporate mission, principles and goals. It is beginning
to recover but only because Schultz made some very hard decisions to save the company. Introduction Starbucks is a very different company today than it was when it
was founded in 1971. It began as an entrepreneurial effort by three individuals who opened a coffee retail outlet in Seattles Pike Place Market. The friends wanted to sell high
quality coffee and coffee-making equipment (Allexperts, 2006). In 1982, Harry Schultz joined the company as their Director of Retail Operations (Allexperts, 2006). He helped the company grow and following a
trip to Italy, Schultz had a brand new idea for the company - design coffee bars and sell espresso coffee drinks (Allexperts, 2006). Schultz would eventually open his own company
...