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Starbucks Case Analysis
 
Starbucks Case Analysis

Table of Contents

I.  Executive Summary
II. Company Profile
III. Marketing Analysis
IV. Competition
V.  Company Product and Services
VI. Recommendations/Conclusion

I. Executive Summary
    In 1971, three young entrepreneurs began the Starbucks Corporation in Seattle Washington.  Their key goal was to sell whole coffee beans.  Soon after, Starbucks began experiencing huge growth, opening five stores all of which had roasting facilities, sold coffee beans and room for local restaurants.  In 1987, Howard Schultz bought Starbucks from its original owners for $4 million after expanding Starbucks by opening three coffee bars.  These coffee bars were based on an idea that was originally proposed to the owner who recruited him into the corporation as manager of retail and marketing.  Overall, Schultz strategy for Starbucks was to grow slow.  Starbucks went on to suffer financial losses and overhead operating expenses rose as Starbucks continued its slow expansion process.  Despite the initial financial troubles, Starbucks went on to expand to 870 stores by 1996.  Sales increased 84%, which brought the corporation out of debt.  With the growing success, Starbucks planned to open 2000 stores by year 2000.

II. Company Profile
    Starbucks recognizes its employees for much of its success.  This is due mostly to maintenance of a great and proven work environment for all employees. The company does not have a formal organizational chart; sot employees are permitted by management to make decisions without a management referral.   Moreover, management trust and stands behind the decision of the employees and it is ...
 
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