paper on strategic management process: starbucks corporation.

Need an research paper on strategic management process: starbucks corporation. Needs to be 11 pages. Please no plagiarism. Starbucks Corporation is among the multinational corporations that utilize strategic management effectively. The Starbucks was formed and opened in 1971 by Jerry Baldwin, Gordon Bowker, and Zev Seigel. The name of the corporation was inspired by the first coffee-loving mate, Mody Dick and the sea love viewed from the location of the company in Seattle Washington. Starbucks originated as a single shop in Seattle, Washington that specialized in the production and delivery of brewing products and high-quality coffee. The company expanded rapidly and established multiple locations in the 1970s. In 1981, Howard Schultz, the CEO of the company realized the vast opportunity and joined the company’s founder Jerry Baldwin (Shahi et al., 2007).

After the Italy trip to find new organizational products, Schulz decided to implement and adopt the café community environment that he discovered in Italy, to the U.S. This was the initial step in developing the current form of the company. The first test to be done by Starbucks was to sell espresso by a cup (Lee, 2010). Later, Schultz parted with Baldwin to open his Italian coffee house that experienced outrageous success. Schultz and other investors decided to buy the Starbucks Company in 1987 after the founders decided to sell the original six locations. The company went public in 1992 and experienced rapid expansion and success. Currently, Starbucks Corporation is a premier marketer, roaster and retailer of high quality and specialty coffee in the world. The Starbucks Corporation has approximately 19767 licensed and operated stores with 182000 employees in 62 countries in the world. The corporations’ product mix comprises of handcrafted and roasted premium-priced or high-quality coffee, fresh food varieties, tea and other forms of beverages. The corporation is among the highest revenue earner since it earned approximately $14.89 billion in 2013 (White & Moraschinelli, 2009).


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