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Essay / Research Paper Abstract
This 14 page paper looks at Starbucks, the development of the company, the way the firm competes and the strategies used, the problems seen in 2008/9 and the potential future of the firm. The bibliography cites 6 sources.
Page Count:
14 pages (~225 words per page)
File: TS14_TEpaststar.rtf
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Unformatted sample text from the term paper:
15,786 stores across 48 countries, and sales of $10.383 million in 2008 (Starbucks, 2009). However, when looking at the history of Starbucks, it did not start with Schultz, but
it took Schultz to transform the firm from a single store into an international phenomenon. The first coffee shop was opened in
Pike Place Market in Seattle, however, as with many business the growth was not immediately great, it was modest (Starbucks, 2009). This was opened in 1971, and the firm
did not show any signs of ambition and as focusing on selling high quality coffee beans and was a small specialized firm. The key change can be seen when
Howard Schultz joins the company in 1982 as director of retail operations and marketing. Schultz becomes the driving force behind the firms development as a result of his vision
and ambition as well as the strategic thinking. It was after this that the company started to expand, initially providing coffee to
restaurants as well as espresso bars (Starbucks, 2009). Then Schultz takes a trip to Italy in 1983 the vision changes with new ideas; Schultz sees many new style
espresso bars in the cosmopolitan capital of Milan and foresees a great potential in this style coffee bar in the US (Starbucks, 2009).
By 1985 Schultz managed to convince the founders of the coffee company that it was worth trying out the new format of a coffee bar. Schultz gains a site
in the down town Seattle area and the first modern format Starbucks opens. The experiment was a complete success and the companys current history begins with Schultz founding the new
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