Howard's Original Strategic Vision For Starbucks

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Starbucks Case Study
1. Howard’s original strategic vision for Starbucks was to come up with a company that had strong values and principles within the organization that the employees would be proud to work in the company. From the case study, it is evident that the vision has never really changed but the management simply ensured that it adapted with the changes in the market. The consumer market is constantly undergoing changes depending on the changes in the preferences of the consumers. This therefore implies that any organization hoping to make it in the highly competitive market should be able to change its visions in relation to the changes in the market. However, Shultz strategy to always ensure that the employees remain as the main
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As the company’s vision evolved, so did the strategy employed by Starbucks. It is evident from past research that any company that hopes to survive must be able to grow with the consumers. For instance, Starbucks tries to keep up with the new trends in the market. Consumers nowadays are highly health conscious which could be associated with the management’s decision to introduce healthier options. In addition, the restaurant no longer only serves coffee but also tea and other non-coffee products.
3. The main competitive strategy employed by Starbucks is the focus differentiation strategy. This strategy places a lot of emphasis in the delivery of high quality products which are mostly made on demand to meet the varying tastes and preferences of the consumers in all of the company’s branches globally. The coffee is prepared exactly how the customer wants it. In addition, it ensures that the company stays committed to their main product in the market, which are coffee and other coffee related
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The main value of Starbucks Company is to build a company with a soul. This entails producing high quality products, providing some form of support to the community, taking care of the environment and a diverse workforce which implies equal opportunities for everyone Starbucks is a company that takes part in various community activities as an indication of their corporate social responsibility. In addition, the management always ensures that the coffee beans are purchased from ethical growers and roasted to perfection in order to deliver the high quality promised to their customers. Just like most organizations, Starbucks recycles to reduce the waste in the environment and waste of energy. The company ensures equal hiring opportunities are available to everyone in the community to ensure that they partly help in improving the living standards of people within the areas that the branches are

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