I. Strategic Problem: How can Starbucks Coffee Corporation continue to provide exceptional employee benefits package while
pursuing a globalization strategy?
II. Analysis of the Problem:
A. Company Background and History:
1. Founders.
a. Starbucks began in 1971 when three scholars-English teacher Jerry Baldwin-history teacher Zev Siegel, and writer Gordon Bowker- opened a store called Starbucks Coffee, Tea and Spice in the touristy Pikes Place Market in Seattle.
b. The inspiration and mentor for the Starbucks venture in Seattle was a Dutch immigrant named Alfred Peet, who had opened Peet's Coffee and Tea, in Berkeley, California, in 1966.
c. Starbucks Coffee at this time stood for making top-quality, fresh-roasted, whole-bean coffee which was its differentiating feature.
d. The company was created to build clientele in Seattle that would appreciate the best coffees and teas.
e. Baldwin and Bowker key mission for their business was to maximize the quality of the coffee. The company purchased the finest Arabica coffees and put them through a meticulous dark-roasting process to bring out their full flavors.
f. In 2000, Howard Schultz transitions from chairman and CEO chief global strategist; Orrin Smith is promoted to president and CEO.
2. Starbucks and Howard Schultz.
a. In September 1992, Howard Schultz was hired at Starbucks.
b. ...