Starbucks and Howard Schultz

Paper Summary:

This paper takes a look at Howard Schultz and how he made the Starbucks Corporation the global success it is today. According to the paper, Mr. Shultz was an avid risk taker and his purchase and leadership of Starbucks impelled him to take many a risk.

From the Paper:

"In any established market, there are always going to be price-sensitive customers, quality-sensitive ones and convenience-sensitive ones. Since there are always some customers who love service and others who love the experience, Mr. Shultz responded to this risk by accepting it and creating a strategy aimed at serving the desires and tastes of all customers. Starbucks is a place one can go for quality coffee, relaxation, to meet with friends, to study, to read, to chat or to surf the internet. It is a place for everyone. Mr. Schultz transformed Starbucks into a designer name brand of coffee shops. The employees, the atmosphere, the coffee and the coffee related products magnetize people. Had Mr. Schultz not taken the risk of emulating the Italian espresso bars, I doubt if Starbucks would have as much success that it does today."

Sample of Sources Used:

• Starbucks Addict. Retried March 20, 2007 from http://starbucksaddict.com.
• Thompson, A. A., Strickland, III, A. J., & Gamble, J. E. (2007). Crafting & executing strategy: The quest for competitive advantage (15th Ed.). New York: Irwin/McGraw Hill.
• Wikipedia. Retrieved March 19, 2007 from http://en.wikipedia.org/wiki/Franchising.

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