Case Study Of Starbucks Corporation

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Starbucks Corporation
Now a days, I like to think that Starbucks is one of the most recognized specialty coffee brands in the world. With numerous locations in over 62 countries, (Starbucks Annual Report) most of them located in shopping centers and airports, it makes it difficult to drive a few miles without coming across one of their many locations. Starbucks is not only a premier roaster, marketer and retailer of specialty coffees, they also have many other brands within their portfolio: Teavana, Tazo, Seattle’s Best Coffee, Starbucks VIA, Starbucks Refreshers, Evolution Fresh, La Boulange and Verismo (Starbucks Annual Report). Starbucks, as you can see is not just coffee, they offer quality food items, coffee accessories and teas. They
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Starbucks also has 19 people who make up the Starbucks leadership team. Fiscal year 2013 was a big year for Starbucks as they opened 1,701 new stores around the globe. With the changes and growth in 2013, came wonderful things for Starbucks’ shareholders, the earnings per share for fiscal year 2013 was $2.26 which was up 26 percent from fiscal year 2012. “Through dividends and share repurchases, Starbucks returned a record $1.2 billion of cash to you, the shareholders” (Starbucks Annual Report). Starbucks also has over 200,000 partners (employees) and in 2013, Starbucks compensated and invested in their full and part-time employees by helping them to realize more than $230 million in value from equity awards, and by keeping Starbucks’ industry-leading health care benefits regardless of the changes to the U.S. health care laws. Also in 2013, Starbucks made a commitment to hire 10,000 Veterans and military spouses over the next five years, which shows Starbucks commitment, not just to their employees, but to the men and women who put their lives on the line for Americans every day. As you can see, Starbucks cares about our society, not just generating revenue. Starbucks also tries to create lifelong relationships with their customers with their world-class digital and mobile technologies and their …show more content…
If you review the last 10 years of Starbucks’ financial information, you would find that their net income has increased every year except in 2008 which was a result of the recession. However, Starbucks was able to rebound and pick back up with an increase in net income every year thereafter (Starbucks Corp (SBUX), 2014). With the increase in net income comes dividend payouts, Starbucks’ dividend growth over the last 3 years has been higher than 93% of the 175 companies in the Global Restaurants Industry (Starbucks Corp (SBUX), 2014). Starbucks was not always this successful and neither was Howard Schultz. Schultz grew up in Brooklyn in a housing project, he was one of the first in his family to graduate from college which he attended on a football scholarship. After graduating with a Bachelor’s in Communications, Schultz moved back to New York and eventually was hired to work as the director of operations and marketing at Starbucks. Schultz had an idea for espresso bars in the U.S. which he had pitched to his bosses who were not keen about his idea, so Schultz left Starbucks and started his own rival business. Only one year later, Schultz purchased Starbucks from his old bosses for $3.8 million. Since re-joining Starbucks, which he took public in 1992, he turned the struggling

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