Leadership and Management – Will Howard Schultz succeed in revitalizing the culture of coffee giant Starbucks?
In this research paper I will do an analytical background on the coffee industry Starbucks and how Howard Schultz hopes to inspire the employees as well as customers. His primary vision and goal as a CEO of the biggest chain of coffee industries is to make people realise that buying a cup of coffee in Starbucks is a lifestyle experience, unlike any other café. This research paper will look at how Schultz will go about bringing back Starbucks from a decline and pay special attention to restructuring the coffee market, employee and customer satisfaction and the Starbucks culture. Along with this there will be important leadership contingency theories that apply to organisational settings and will explain how and why Howard Schultz will be able to achieve corporate objectives more effectively through them.
The Starbucks Corporation goes way back to 1971 when coffee was first introduced by three individuals intent on selling coffee beans and equipment. Entrepreneur Howard Schultz joined the company in 1982 and steered it into becoming an international brand on a worldwide scale. He ventured worldwide and placed Starbucks in almost every location now worldwide. It took over two decades to become established as a beverage business that then determined lifestyle behaviour. Since then there have emerged ample competition that have created a decline in sales in Starbucks, resulting in lowered company share value in Wall Street. Coffee now has become a common commodity that is available everywhere. There are so many Starbucks outlets that it has become more of a convenience than a trend to get a cup of coffee from there. According to an article from the on ...