Starbucks Essay by Peter Pen

This paper examines Starbucks' history, marketing strategies and organizational structure.
# 97982 | 955 words | 5 sources | MLA | 2007
Published on Sep 05, 2007 in Business (Companies) , Business (General)

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This paper explains that Starbucks is able to utilize a differentiation marketing strategy because coffee and coffee products appeal to a large and loyal consumer segment and Starbucks products are well recognized by these consumers. The author points out that the major difference between Starbucks' hierarchical structure and other companies is that Starbucks' mission and strategy is not to let the consumers decide which way the company moves but requires their partners and managers to build the company from the inside out. The paper suggest that because Starbucks may have grown to its potential, it needs to focus on keeping its consumers interested in those products and services that provide the company and stakeholders the best return on their investment.

Table of Contents:
Starbucks: From the "Grounds" Up
SWOT Analysis
Evaluation of SWOT & Environmental Factors
Marketing Strategies
Organizational Control Systems
Recommendations of Structural Organization

From the Paper:

"According to Howard Schultz in his book, "Pour Your Heart into It," fine coffee was introduced by Alfred Peet, an importer of coffee to America. Starbucks was founded in 1971 by Gerald Baldwin, a literature major and English teacher, and Gordon Bowker, a writer, and Zev Siegl, a history teacher, who later sold his portion of the company to move on to other things. They had purchased Peet's imported coffee by mail-order for many years for their four stores. However, Howard Shultz did not learn about the company until 1981. At that time, he discovered that consumers wanted quality coffee..." that tasted good.

Sample of Sources Used:

  • Daft, Richard L. "Organization Theory and Design." 9th ed. Mason, OH: Thomson South-Western, 2007.
  • Schultz, Howard. "Pour Your Heart Into It." New York, NY: Hyperion, 1997.
  • Starbucks 10K Report. Retrieved May 16, 2006, from the Internet.
  • Starbucks Corporate information. Retrieved May 17, 2006, from the Internet.
  • Starbucks Employee Handbook. Retrieved May 17, 2006, from the Internet.

Cite this Essay:

APA Format

Starbucks (2007, September 05) Retrieved December 15, 2019, from

MLA Format

"Starbucks" 05 September 2007. Web. 15 December. 2019. <>