Starbucks Strategic Plan
Running Head: MISSION, VISION and VALUES PAPER
MMPBL/590 - Strategies for Competitive Advantage
Mission, Vision and Values Paper
Starbucks is known to be the leading coffee retailer in the world. Since its introduction in 1971 Starbucks has expanded its operations from one location to over 15,000 stores in 44 countries at the end of 2007. In July 2008 Starbucks announced the closure of 600 stores in the U.S. which is a result of expanding too quickly and the fledgling economy. Even though Starbucks plans to close stores in the U.S., it still plans on expanding internationally. The strategic plan I will work on for this class will focus on Starbucks expansion globally.
In 1971 Starbucks opens it first operation in the Seattle’s Pike Place Market. It was opened by three owners; an English teacher Jerry Baldwin, a History teacher Zev Siegel and a writer Gordon Bowker. The commitment of the owner’s was to offer world-class coffee and was dedicated to educating its customers, one on one, about what great coffee can be ( Schultz & Yang, 1997). In 1982 Howard Schultz joined the company as a director of retail operations and marketing. During this time Starbucks begins providing coffee to fine restaurants and espresso bars (Starbucks.com, 2008). Up until this point Starbucks only sells specialty coffee beans, it wasn’t until after Howard Schultz comes back from a trip from Milan, Italy and experience the craze of espresso bars and wants to capture that same feeling in the US with coffee bars. In 1984 the first coffee bar is opened in downtown Seattle with great success and the Starbucks as we know it is born. Starbucks sells more that 30 blends and single-origin coffees. Hand crafted beverages are sold at Starbucks such as; Fresh-brewed coffee, hot and iced espresso beverages, coffee and non-coffee blended beverages, and Tazo tea bags (Starbucks.com, 2008). Starbucks also sells various merchandise from coffee mugs to home espresso...
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