Business Strategies For Starbucks ' Original Business Core Values

755 Words Apr 26th, 2015 4 Pages
Campbell et al. (2002) describe business strategies as a ‘’set of theories, frameworks, tools and techniques geared towards achieving and sustaining superior performance.’’
(p. 14) When Howard Schultz returned to Starbucks in 2008, there was a clear vision in regards to altering existing business strategies which existed throughout the organisation. (Hanna, 2014) One strategic change applied was to ensure Starbucks’ original business core values were revisited throughout to ensure that Starbucks would return to its original roots. (Hanna, 2014)

Employee satisfaction has long remained a key priority at Starbucks with Schultz once remarking, ‘’these people are not only the heart and soul but also the face of the company.’’ (Larson, 2008, p. 27) As part of an overall business strategy, Starbucks is determined to ensure that employee welfare is a top priority throughout the business in order to boost several functions of the business, including public image and staff retention. (Larson, 2008) When undergoing various structural and strategic changes throughout 2008, a key change was that of ensuring that health care benefits were introduced for employees. (Hanna, 2014)

At Starbucks, an essential aspect in relation to defining an effective business strategy throughout the organisation is by gaining competitive advantage and ensuring that strategic remedies are in place as a means of combatting high competition seen in the wider coffee industry. (Lautenslager, 2007) In…

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