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Essay / Research Paper Abstract
A 3 page paper. What happens when an organization forgets its mission and adopts different operating processes? This paper reports the case of Starbucks and how it lost its way. Recommendations are made to improve the situation. Bibliography lists 5 sources.
Page Count:
3 pages (~225 words per page)
File: ME12_PGsrbls9.rtf
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Unformatted sample text from the term paper:
1982 and took over the company in 1987. His motto was to expand as quickly as possible and he succeeded. Starbucks Corporation grew exponentially. Today, there are more than 16,000
Starbucks locations across 35 countries (Bramhall, 2009). Schultz stepped down as the CEO in 2000 but remained chairman. He retired from the company in 2005 but the board asked Schultz
to come back when the company began to decline. To increase revenue, the company began offering all sorts of products that had nothing to do with coffee or tea or
snacks. They brought in music CDs, books, stuffed animals and other miscellaneous items. They also changed their menu to offer healthier kinds of food but this was a good move
since consumers were demanding it. Revenue declined and so did profit. The continuing decline in revenues worried the board so much, they asked Schultz to return and get the
company back on track again. The company had lost its way. Strategies and operational procedures were not in line with the companys mission. The corporate mission statement is: "To
inspire and nurture the human spirit-one person, one cup, and one neighborhood at a time" (Starbucks, Mission, 2009). In a general statement about the company, they write that what they
are about is high quality coffee beans (Starbucks, About us, 2009). In the 2007 Annual Report, Schultz wrote that the company had lost sight of its primary mission and of
its objectives (Schultz, 2008). He also stated the company had even lost sight of the principles by which the company had lived since its founding (Schultz, 2008). If leaders
lose sight of anything, it inherently means they are not demonstrating a commitment to the corporate mission, values, principles and objectives. This, in turn, sets the company up for failure
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