Scribd
Upload
3K views1 page

Starbucks in 2012: Evolving Into A Dynamic Global Organization

Howard Schultz's original vision for Starbucks was to create a company that promoted social gathering and community. Over time, his vision has evolved to focus on global expansion. Starbucks' strategy has changed along with Schultz's evolving vision, first prioritizing growth, then quality and customer experience. Currently, Starbucks employs a hybrid strategy of differentiation by promoting coffee expertise and community while also achieving economies of scale through global presence.

Uploaded by

Tony Hancook
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
3K views1 page

Starbucks in 2012: Evolving Into A Dynamic Global Organization

Howard Schultz's original vision for Starbucks was to create a company that promoted social gathering and community. Over time, his vision has evolved to focus on global expansion. Starbucks' strategy has changed along with Schultz's evolving vision, first prioritizing growth, then quality and customer experience. Currently, Starbucks employs a hybrid strategy of differentiation by promoting coffee expertise and community while also achieving economies of scale through global presence.

Uploaded by

Tony Hancook
Copyright
© Attribution Non-Commercial (BY-NC)
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
You are on page 1/ 1

CASE

Starbucks in 2012: Evolving into a Dynamic Global Organization

24

ASSIGNMENT QUESTIONS
1. What was Howard Schultzs original strategic vision for Starbucks? How many times has his strategic vision changed or evolved into something different? Is his strategic vision for Starbucks in 2011-2012 likely to undergo further evolution? 2. Has Starbucks strategy evolved as the strategic vision has evolved? 3. Which one of the five generic competitive strategies discussed in Chapter 5 most closely approximates the competitive approach that Starbucks is employing? 4. What are the key policies, practices, business principles, and procedures that underlie how Howard Schultz and Starbucks management have implemented and executed the companys evolving strategy? 5. What values does Starbucks have? How well do they connect to the present strategy and to the manner in which the company conducts its business? 6. What is your evaluation of Starbucks social responsibility strategy? Is it sincere or just something the company does and talks about to create a good public image? 7. What is your assessment of Starbucks financial performance during fiscal years 2007-2011? 8. Has Howard Schultz done a good job since his return as Starbucks CEO? Why or why not? What evidence can you cite in support of your position? 9. What issues confront the company as of mid-2012? What should Starbucks management be worried about? 10. What recommendations would you make to Howard Schultz to sustain the companys growth and support continued strong financial performance in the years ahead?

You might also like