STARBUCK'S COFFEE COMPANY

STARBUCK'S COFFEE COMPANY

Introduction

Today we are standing and witnessing a new era of coffee, an era which is made up of Cappuccinos, Espresso Macchitos, Caffe Lattes, and Frappucinos. These special coffees are here to stay for a long period of time, and no one else would be more eager to tell you this except for Howard Schultz, the CEO of the Starbucks Corporation, and the owner of the world's largest specialty coffee bar. This study regarding the journey of Starbucks leads a person on a long and multifaceted journey through the insinuation of an organization into a culture, alone with its dominance in the market and the creation of its brand synonymous to the loyalty, longevity and integrity. To develop a complete understanding regarding the expansion of Starbuck's into an international giant we will provide a complete approach and the strategy adopted by Howard Schultz for achieving his goals, which was to turn in to an international brand of coffee.

Discussion

Howard Schultz who is famous for his leadership ability, due to which the Starbuck corporation is now the biggest international brand of specialty coffee, but not much people know about the history of Starbucks. To make it much simpler, it was a Starbucks without Howard Schultz. Late in the 1970's Starbucks was just a coffee store which was located in Seattle, it was a company owned by three people named Jerry, Zev, and Gordon. At that time Howard Schultz was not even in the picture (Dirk, 2012).

The journey of Schultz begin from Brooklyn which was is home town, Schultz grew up in a middle class family, just like is father Schultz also was a hard worker and sowed great dedication towards any job that he took throughout his life. Schultz first job was in a garments company were e used to stretch the skins for a furrier, since the beginning of is carrier Schultz was a hard worker. Is journey started when he won a scholarship in football and went to northern university of Michigan? There after his return, he started to take on some marketing jobs, is first marketing job was at Xerox and the next one was at ammarplast, a company who used to make coffee machines. On is business trip to Seattle e made for is company, he observed the community and the joy that the customers were savoring inside an Italian coffee bar encouraged to create the same environment in Network. On his return to United States of America Schultz persuaded the owner's of the Starbucks for implementing the same environment inside their coffee stores, but he failed to do so, because the owner's of Starbucks were not ready to change their policy, they were quite happy by just selling their coffee beans.

Then, came the major breakthrough in the carrier of Schultz when he was successful in convincing the owner's of the Starbucks to hire him as the director of marketing and operations in e year 1982. He slowly and gradually gained the trust ...