Business Analysis Of Starbucks

Starbucks, the world premier roaster and retailer of coffee since its inception in 1987, operates a global chain of coffee stores today. Though hit hard during the 2008-2009 recession, with the help of the company’s powerful CEO, Howard Schultz, Starbucks endured great changes in their operations and overcome the hardship. The company’s sales accumulated to roughly $12 million dollars in fiscal year 2015 proving that the Starbucks brand and image a sustainable one. With great focus on values, customer service, and social and economic responsibility, Starbucks is excelling as the number 1 coffee retailer today.

Values

From the beginning of Starbuck’s introduction into the market, the values that Howard Schultz and his executive team have thrived to build has been based on Schultz’s “effort to build a company with soul” (Thompson, 2012, p.C-324). Starbucks vowed to “never stop pursing the perfect cup of coffee by buying the best beans and roasting them to perfections” (Thompson, 2012, p.C-324). Schultz successfully built the Starbucks brand on quality coffee beans by not skimping on the quality of the beans he purchased to brew the best cup of coffee available on the market. Howard Schultz was against artificial flavors and refused to allow them to be added to the

Schultz vision was always to ensure his employee’s voices were being heard, and in his determination, he has incorporated strategies that allow the employees input on what they feel pleases their customers. This is done through Schultz’s “just say yes” policy as an attempt to get customers back in the door. Starbucks also encourages employees to voice their thoughts, whether it be positive or negative, on what is working and what is not working in their stores. Howard Schultz’s mission statement for Starbucks, incorporates six key values of focus and Starbucks has been successful at implementing these values by the quality of products they