Starbucks : A Single Coffeehouse Essay

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The organization that I have chosen to analyze in this paper is Starbucks. Starting as just a single coffeehouse in Seattle in 1971, Starbucks has now grown into a multinational corporation with over 23,000 stores worldwide. (Smith) With a vision that stemmed from Italian coffeehouse tradition, Starbucks set out to become more than just an average coffeehouse, they wanted to provide their customers with excellent coffee but also a personable connection. Their mission is “to inspire and nurture the human spirit-one person, one cup and one neighborhood at a time” (Starbucks). At the top of their priority list is quality however Starbucks is also passionate about ethically sourcing only the finest of coffee beans, roasting them perfectly and the most important part being improving the lives of the people who grow the beans.

I view Starbucks from a Heterodox perspective, they are innovative and are constantly creating the newest technology in the quick serve market in order to pull ahead of their competition. For example; Starbucks created a mobile ordering app in order to allow consumers the ability to order, purchase and select a time for their product to be ready for them to pick it up in store. This app is in conjunction with their loyalty program where you earn stars for every dollar you spend, leading you to rewards based on the amount of stars you collect. Although Starbucks started off as a partnership between Gordon Bowkey, Jerry Balwin and Zev Siegl, it quickly
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