Essay on Starbucks' Business Strategies

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Starbucks' Business Strategies 1. What are the key elements of Starbucks? strategy as of 2004? The key elements of Starbuck?s strategy were as follows: a. Grow the business by constantly adding more stores around the world: The Company has had tremendous success in opening stores around the world. It has applied its global strategy effectively and has enjoyed increase in sales from global operations. b. Store design, planning and construction are also part of the strategy. The company began to create its own in house architects and designers to design Starbucks locations. Locations are designed for customers to meet, relax or simply enjoy a peaceful interlude in their day. Each location was designed to signal…show more content…
The objectives set by Mr. Schultz were simply to establish Starbucks as the most recognized and respected brand in the world. To achieve this goal the company has implemented a strategy which focuses on rapid expansion of its retail operations, growth in specialty sales and other operations and selectively pursue opportunities to leverage the Starbucks brand through the introduction of new products and the development of new distribution channels. Mr. Schultz has successfully implemented this strategy and has had tremendous success in expansion in other countries. The recent expansion in Japan has also been very successful for the company. So far the company?s strategy seems to be working fine and no major adjustments are needed. 3. What was Howard Schultz?s original strategic vision for Starbucks? Is his present strategic vision for Starbucks different from the one he had in the 1980s? How many times has his strategic vision changed? Is his present strategic vision likely to undergo further evolution? When Starbucks was a private company back in the 80s Mr. Schultz?s vision was for Starbucks to become a national company with values and guiding principles that employees could be proud of. This is not very different from the strategic vision the company has in the present time. The significant difference is the concentration of markets. In the beginning it was the national market that the statement was
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