Essay Starbucks Strategy and Environment

1849 Words 8 Pages
Starbucks Strategy and Environment
Introduction
With the development of economic globalization, “fast food” becomes a more and more substantial industry in the business world, which adapts to the pace of people’s life. Each organization spares every effort to stand forward the competition due to the fierce competition. In this article, we focus on the “Starbucks”, a prevailing coffee manufacturer in recent years.

In 1971, a coffee bean retailing store named Starbucks was opened by Jerry Baldwin, Zev Siegl and Gordon Bowker in order to sell specialty whole-bean coffee in Seattle. And the name "Starbucks" was from mate Starbuck in the novel Moby Dick. In the decade, Starbucks had five stores and a small roasting facility in Seattle till
…show more content…
So far, Starbucks are devoting itself to letting the customers feel something different and something new.
According to the researches already done, since Starbucks was built up at the beginning of 1970s, it has been recognized as the customers’ third home, other than their own houses and workplaces. Those bright and clean tables and comfortable chairs, together with the aroma of coffee from brewing the coffee beans, also the convenience that the customers can freely charge their laptops and music players, give the “Starbucks experience” it used to have. However, with the increasing number of the branches, quantities of automatic coffee machines are taking the place of the ones done by hand, also the counters that supply drive-through in order to meet the need of the customers who are driving, began to sell food, drinks, even CD, which forced the “Starbucks experience” to disappear gradually.
The CEO (Chief Executive Officer), Howard Schultz pointed that the main reason from the decline of “Starbucks Experience” was that the number of Starbucks shops increased sharply from only 1,000 to 13,000 within ten years. Other people considered their brand has been commercialized, and the customers hadn’t had enough enthusiasms to appreciate every moment of their coffee any longer. He suggested that Starbucks should re-find its origin. Nevertheless, his advice apparently was opposite to the
Open Document