Starbucks Case Study

11295 Words46 Pages
AmbaiU MBA Graduation Paper

Starbucks Corporation Case Study

The Starbucks Corporation: Past, Present and Future

By Hervé R. AUCH-ROY – PEN: 1207HA December 21, 2004.

http://www.ambaiuniversity.net/

Hervé R. AUCH-ROY

AmbaiU PEN: 1207HA

1

AmbaiU MBA Graduation Paper

Starbucks Corporation Case Study

Table of Contents A) Introduction
- An unusual coffee encounter – 3 3 3 3 4 4 4 5 6 6 6 7 8 9 9 10 11 12 12 13 17 17 18 19 19 20 21 23 23 25 26 27 28

B) Starbucks: Past
B.1) Early days - The original coffee shop: cofounders’ philosophy - Howard Schultz enters the picture - Collecting ideas - Expanding the vision and building the concept - Howard Schultz’s Il Giornale venture B.2) Shifting gears - A shift in the
…show more content…
The key in the original Starbucks success was the cofounder’s knowledge of the product and service, and the carefully chosen location of the stores in Seattle.
Hervé R. AUCH-ROY AmbaiU PEN: 1207HA 3

AmbaiU MBA Graduation Paper

Starbucks Corporation Case Study

- Howard Schultz enters the picture Howard Schultz was Vice President and General Manager of the US operations for Hammarplast, a Swedish maker of stylish kitchen and house wares. In 1981, Schultz noticed that a little company in Seattle, WA, was placing orders of a certain coffeemaker, in larger volumes than the big US store Macy’s; he decided to pay them a visit to see what was going on. Gordon Bowker, the magic, mystery, and romance man, must have shared his passion for quality coffee and tea with Howard Schultz at this time, because he got hooked right away. This Starbucks store that Schultz visited was more than just a regular coffee shop; it had a soul, a passion and authenticity. People there were educated to quality coffee, and they in turn were educating their customers. The original Starbucks stores were very successful in Seattle, and this was apparently due to a good mix in a deep knowledge for a high quality product, customer education and good business sense. However, anybody can get

More about Starbucks Case Study

Get Access