Starbucks Case Assignment Essay

2248 Words Jul 7th, 2008 9 Pages
Starbucks Case Assignment

starbucks Corp., an international coffee and coffeehouse chain based in Seattle, Washington, has expanded rapidly since its opening in 1971. These outrageous success was due to its well-developed strategy vision which lay out the company's strategic course in developing and strengthening its business. Starbucks is a global corporation that sells authentic coffee in 30 countries, reporting revenues of nearly $5.1 billion in 2006. The main goal of Starbucks is to embrace diversity by applying the highest standards of excellence. Starbucks strives to perfect the relationship with the working class by making the service as fast as possible because they believe that every customer has their own personal rate. One
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To achieve this, Starbucks design their stores with stuffed chairs and tables. Most of the stores also provide free electricity and wireless internet access to customers. Starbucks is also noted for its non-smoking policy at almost all of its stores, despite predictions that this would never succeed in markets such as Germany, which used to have few restrictions on smoking. According to the company, the smoking ban is to ensure that the coffee aroma is not adulterated. In addition, Starbucks also asks its employees to refrain from wearing strong perfumes for similar reasons. Starbucks generally does not prohibit smoking in outside seating areas, unless required by local codes. Howard Schultz has once said "we're in the business of human connection and humanity, creating communities in a third place between home and work."

A company cannot function privately forever, it has to be a part of the world, and it has to plan for a better future in the world. For Starbucks, that means respecting their employees, contributing to their communities, and planning for increased sustainability and progressive economic, social, and environmental working conditions for farmers. One of the largest differences between Starbucks and other coffee companies is the level of expertise demonstrated every day, in every store, by every barista. In order to maintain this level of service,

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